Dunkin' x Wicked: For Good

When Dunkin’ approached us to create a campaign celebrating their partnership with Wicked: For Good, we were quite literally - obsessulated. But in a sea of Wicked collaborations, the challenge was clear: how do we craft something that feels truly original, authentic, and undeniably Dunkin’? Our solution was to lean all the way into our musical theater nerd brains, reimagining what would happen if Cynthia Erivo and Jonathan Bailey took creative control and wrote Dunkin’ into Oz themselves through a cheeky “bonus scene.” The result feels wonderfully childlike and delightfully self-aware, showcasing Cynthia and Jonathan’s undeniable chemistry and comedic chops while tapping into Dunkin’s cult-like fanbase. (And can you blame us for not passing up the “munchkin munchkin” double entendre or that delicious Wicked wordplay?) The reception was overwhelmingly positive, with thousands of fans calling it one of the best commercials they’ve ever seen. Simply put: it was a wicked success.