PROJECT SCOPE
[Spec Work]*
Creative Direction
Brand Strategy
Visual Identity
Experiential
Social Strategy
PROBLEM
GUD
Wellness isn’t accessible when healthy options don’t exist.
Underserved neighborhoods face limited access to affordable fresh food, few healthy late-night options, and rising diet-related health issues. Fast food is everywhere, but real nourishment isn’t.
INSIGHT
People want to eat better,
they just need a fair chance.
When healthy food is affordable, close by, culturally relevant, and joyful, people don’t resist it. They embrace it. The problem isn’t desire, it’s access.
BIG IDEA
Real food that does GUD.
24/7.
A nonprofit, 24/7 movement delivering fresh food, real education, and community-powered wellness to the neighborhoods that need it most. Making healthy living feel local, cultural, and good for everyone.
SOCIAL
OUT OF HOME
EVENT
T-Mobile Arena
Las Vegas, Nevada
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Halftime dunk contest
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Live DUNKIN' Cam
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Fan vote in real time
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Celebrity judges
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Featured athlete — A'ja Wilson
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Fundraiser for girls’ basketball programs
IMPACT & RESULTS
Impressions
150M+
projected campaign reach*
#IDUNK Impact
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Become the highest-viewed WNBA content of the summer
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Drive record engagement from basketball fans
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Bring in new sponsors and visibility
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Ignite real data around the lowered-rim question
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Show a cultural moment of female power, athleticism, and creativity