Dunkin’ Donuts Perks Up Times Square (Video)

Regular readers of Signs of the Times or visitors to www.signweb.com are well acquainted with the caliber of signage required to make a visual impact on NYC’s Times Square. Most such incorporated electronic messageboards or state-of-the-art illumination. Bucking this trend, Dunkin’ Brands officials opted for an old-school media pairing – muslin canvas and spraypaint – to develop a 58 x 40-ft. mural to render the stylized likeness of a welcome sight to thousands of New Yorkers every morning – a Dunkin’ Donuts coffee cup. But, Dunkin’ Brands complemented its media choices with modern, edgy design by hiring street artist Robb Buono and his team of fellow urban artists that includes UrbanMedium, TazRoc and Steven Lopez.

John Costello, Dunkin’ Brands chief global customer and marketing officer, said the company sought to differentiate itself from the voluminous sea of Times Square on- and off-premise signage by using a prominent display to create advertising art reflective of New York streets while providing brand visibility amidst one of the world’s most recognizable locations to reinforce its market prominence. The mural, which was unveiled on June 10, will remain in place for one year.

Over the course of 72 hours, the artists created this behemoth piece at Sony Pictures Studios in Los Angeles; the video above documents the process. Of course, ample caffeine was required for the high-intensity process.