Dunkin' Donuts released this images series of architectural cups being constructed to promote the opening of 14 new stores locations in Phoenix, Arizona. The three-part series tracks the progress of the building, with text reading, "Rebuilding," "Almost There" and the final one, with the lid slightly off reading, "Now Open."
The computer graphics have a really neat three-dimensional effect, giving viewers the feel they can look inside the architectural structures being built, thereby evoking curiosity as to the interiors of the new stores.
The ads, created for the American donut chain by Hill Holliday, Boston, USA, are surprising to some as they depict coffee cups and not the pastries the stores are named after.
This goes to show that Dunkin' Donuts is trying to capitalize on the growing global coffee culture. See more coffee innovations below:
Key Themes Behind This Trend
- Architectural Advertising
- Disruptive innovation opportunity: Explore the use of architectural elements in advertising to create visually engaging and curiosity-evoking campaigns.
- Three-dimensional Graphics
- Disruptive innovation opportunity: Develop three-dimensional graphics to enhance consumer interactions and create a more immersive brand experience.
- Capitalizing on Coffee Culture
- Disruptive innovation opportunity: Find unconventional ways to promote coffee-related products and services to tap into the growing global coffee culture.
Where This Applies
- Advertising and Marketing
- Disruptive innovation opportunity: Integrate architectural elements into advertising strategies to captivate audiences and differentiate from competitors.
- Graphic Design
- Disruptive innovation opportunity: Implement three-dimensional graphics in various design applications, such as advertising, packaging, and digital media.
- Food and Beverage
- Disruptive innovation opportunity: Leverage the trend of coffee culture to create unique and engaging promotional campaigns for coffee and related products.
