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DAIRY QUEEN

During my senior year, I was a video producer for MOJO Ad, a student-staffed professional-serviced advertising agency. As video producer, I was responsible for storyboarding, filming and editing all videos for our client, Dairy Queen. DQ's ask was to develop a 360-degree brand plan to establish a strong emotional connection between Dairy Queen and "Youth and Young Adult" consumers.

Our Target

Rally-ers are full of visionaries who believe they can succeed. They live a “work hard, dream big” kind of lifestyle. They are constantly on the brink of burnout but are looking forward to their next break. That’s where we plan to meet them. Rally-ers’ day-to-day life into a cycle where there are no days off that we like to call the Hustle. The first part of the Hustle is the grind. Rally-ers grind when writing that paper, crafting the perfect job application or getting ahead at work. Then comes a much needed break to help them refuel and prevent potential burnout. We call them Rally-ers for a reason. Even as their eyelids get heavy and that last shot of espresso fades away, they rally after every break to help them push through.

Bottoms Up

We positioned Dairy Queen as understanding of the Rally-ers’ lifestyle and boldly supportive of their need to “take a break” in a way that is truly authentic. That's why we chose "Bottoms Up" as our campaign idea because we want to make DQ the break spot for Rally-ers. We want to show that Dairy Queen understands young people today need more breaks than ever before. Bottoms Up spoofs breaktime culture in a way that will connect with Rally-ers. The campaign’s satirical messaging openly mocks advertising that has often alienated them in the past.

"Most Interesting Fan in the World"

"Grab A Cold One"

"Rocky Mountain Cold"

Our Team

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