What is your doughnut doppelganger? Deep wants to know

Eric Olson, SBJ EditorIf you were a doughnut, what kind of sugary goodness would you be?

The executives at Springfield’s Deep advertising agency have asked that question in a campaign this year that has gone viral.

In preparation for an annual client appreciation breakfast held by Springfield-based Marlin Network, Deep’s parent company, marketing executives crafted a clever video illustrating six spunky personalities and their equally engaging donut doppelganger. It includes a short quiz asking: What type of doughnut are you?

While building buzz for Marlin’s May 17 breakfast, this year at the Art Institute of Chicago, the campaign hit the Web just in time for National Donut Day on June 6.

The national organizers took a liking to it and promoted the quiz on its Facebook page.

As the online clicks and shares tell us, quizzes are all the rage on Facebook – from asking “what Southern city should you live in?” to the irrelevant “what type of shark are you?” – and Deep executives say views of the Donut Doubles video have topped 100,000.

This one scores highly on execution of a creative idea. Boutique doughnut shops have established a normalcy for over-the-top pastry creations, from food trucks to stand-alone stores, and Deep’s bright minds took their half-baked idea to St. Louis creatives to finish the recipe. Joining in on the fun were St. Louis companies Bruton Stroube Studios for imagery and Strange Donuts for the breakfast sweets.

Kitchen experiments can sometimes have ugly outcomes. Just take a stroll through the Pinstrosity blog.

There’s nothing of the sort here.

The campaign presents side-by-side images of doughnuts and their personal counterparts, dubbed as Be Speckled (a freckled redhead alongside a white-icing doughnut covered in red sprinkles), Strawberry Punch (a boxer with a bloodied nose juxtaposed to a strawberry-filled) and Why the Long Face (simply a brown-bearded man and a chocolate long john).

Donut Double from deepgroup on Vimeo.

Although the event has concluded, the buzz is still going. Aside from the National Doughnut Day pick-up, publications Fast CompanyThe Huffington Post and the St. Louis Egotist have published stories about the campaign. The September issue of the state chamber’s magazine, Missouri Business, features an up-close look at the collaboration.

But back to the subject at hand: What type of doughnut are you? Take Deep’s quiz.

My doughnut is dubbed the Private Island, with some sort of jalapeno, cream cheese and mango flavor mixture. Here’s the description:

“There’s no one quite like you. Mostly because people are like snowflakes and all of that, but seriously, you’re exclusively unique – especially in a jalapeno, cream cheese, mango sort of way (it’s a good thing).”

The only thing that could have made Deep’s doughnut experiment better would be the use of the hometown Hurts Donut Co.

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