SPC Group affiliate BR Korea announced that Dunkin won awards at the ‘Seoul Video Advertising Festival 2021’.
There were two award-winning works: the ‘Salt淸 Milk Donut’ commercial won the bronze prize in the filming category, and the ‘2020 Winter Campaign: Delivery Edition’ won the bronze prize in the sound category.
Released in June 2021, Dunkin’s ‘Salt淸 Milk Donut’ commercial was based on the concept of “Delicious donuts have three elements!” visually capturing the product’s appeal of “Go-Dan-Jjan (savory, sweet, salty).” The commercial received praise for its “cinematic direction,” sensually depicting the meeting of a pure white salt mountain piled with Maldon salt, a river flowing with rich Jersey milk, and the donut.
Along with the video, the subtly flowing 3/4 waltz music and the use of the “extreme sizzle” technique?sounds that stimulate appetite and attract viewers’ senses?were also praised for evoking enjoyable imaginations of taste.
The commercial was produced with high-quality visuals using ultra-high-speed Phantom cameras commonly used in CF filming, featuring slow motion, clear resolution, and vivid colors. The number of donuts used in the shoot alone reached 1,200.
The actual advertising effect was also evident. According to Dunkin, the ‘Salt淸 Milk Donut’ featured in the commercial sold 6 million units throughout last year, gaining great popularity and accounting for about 10% of total donut sales, leading the premiumization of donuts.
Another award-winning work, Dunkin’s ‘2020 Winter Campaign: Delivery Edition,’ is a commercial that captures the convenience of enjoying Dunkin donuts and coffee delivered at home with fast pacing and simple direction. Released in December 2020, it attracted attention by stimulating customers’ curiosity solely through auditory elements such as the ringing doorbell and Santa Claus’s voice in sync with Christmas carols, without using prominent advertising models. It also received praise for the witty harmony between visual elements like red wool gloves and Rudolph’s antlers and the sound.
An SPC Group Dunkin representative said, “Winning two categories at this Seoul Video Advertising Festival is the result of continuing joyful communication with customers through Dunkin’s unique content,” adding, “We will continue to deliver brand value through innovative advertisements that offer customers fresh fun.”
Meanwhile, the ‘Seoul Video Advertising Festival,’ which started in 2003 as the ‘TVCF Award,’ marked its 19th edition this year. Each year, outstanding video advertisements are selected through evaluations by about 70 advertising professionals, expert judges, and 750,000 netizens.
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