Happy Tastes Good

For more than 80 years, DQ has inspired some of life’s happiest moments. To help rebrand in a category fueled by negativity, we took a stand for "happy" in the most provocative way possible: by staying provocatively positive.

We made a simple, yet powerful declaration that could only come from DQ: Happy Tastes Good. From happy actions, product design, and smile-making GIFS, Happy Tastes Good inspired every action and piece of communication we put out into the world. And it worked.

Happy Hypothesis

3x Shorty Awards, Reggie Award, Bunch of Local & District National Addys

To launch Happy Tastes Good into the world, we decided to prove it by solving one of life’s greatest unsolved mystery: Do free soft serve cones make people happy? Using a battery of highly scientific methodology, we were able to obtain actual evidence that free soft serve does in fact make people happy. Then we invited the rest of the country to join the study on Free Cone Day.

Box Of Happy

2x Silver National Addys

Subscription boxes are everywhere, for all sorts of products. But all they really are is more stuff. With 72 percent of millennials preferring to spend more money on experiences than on material things, DQ launched The Box Of Happy – the world’s first experience subscription box.

Each box featured a unique theme, including an indoor camp-in, front-yard waterpark with fully functioning sprinkler, and everything to document the family roadtrip.

To say this was the most trying project of my career is an understatement.

Broadcast

And to top it all off, broadcast.