BUCK brings the holidays to life in Dunkin’s Little Holiday MUNCHKIN campaign with handcrafted animation, thoughtful design and a warm seasonal story.
The holidays often come with a flurry of glittering lights and great spectacle. The 2025 Dunkin’ Little Holiday MUNCHKIN Campaign, made in collaboration with the team at BUCK, opts for a more thoughtful approach. Instead of competing with the noise of the season, BUCK created a story that is gentle, warm and rooted in emotion. In the center is a small, unexpected hero: the MUNCHKIN donut hole.
Inspired by a new children’s book titled The Little Holiday MUNCHKIN, the campaign introduces a little character on a journey to belong, told in Mindy Kaling’s animated short film. The story explores what it means to find connection during the holidays, and BUCK brought this story to life through a fully integrated design system spanning film, print, packaging and digital experiences.
As Minjae Park, vice president of Brand Stewardship and Integrated Marketing at Dunkin’, shared:
“The Little Holiday MUNCHKIN may be small, but this new holiday hero carries an important message that matters even more this holiday season. It reminds us that even the little ones among us can make a big difference.”
BUCK’s creative interpretation makes that message feel immediate and sincere.
A small treat with a big story
BUCK’s campaign transforms the classic Dunkin’ treat into The Little Holiday MUNCHKIN, a character embarking on a quiet, charming adventure. The studio created a short film that feels handcrafted and heartfelt, a fully illustrated children’s book available in Dunkin’ stores, and a series of packaging that feels like it falls into the pages of the story.
The ambition was to create something that feels timeless. Children can read the book again and again, adults can enjoy the animated short for its warmth and humor, and every touchpoint carries the same story.
Design as an act of empathy
What stands out in this campaign is how the design system maintains the emotional weight of the story. BUCK approached each element as a continuation of the story.
The team created character-driven animations with expressive charm, illustrated packaging that doubles as story panels, a print book that captures nostalgia and texture, and a cohesive visual world that bridges digital and physical space. The design language elevates a simple donut hole into a symbol of connection. Colors, line work, pace and even the typography are tailored to warmth and accessibility. BUCK’s craftsmanship ensures that every surface, whether a donut box or a film frame, contributes to a greater emotional story.
Why this campaign resonates
For designers and creatives, BUCK’s work is a reminder of what happens when storytelling and design align with purpose.
Three ideas stand out: small objects can have a big emotional charge as designers build a world around them;
Unified visual systems enhance narrative power across all formats; Sincerity feels refreshing in a season often dominated by maximalist advertising.
What could have been a traditional holiday promotion becomes something more meaningful. BUCK’s work shows how design can turn a seasonal product into a cultural moment.
Final thought
The Dunkin’ Little Holiday MUNCHKIN campaign isn’t just any commercial. It is a small story with a generous spirit. BUCK’s creative direction transforms a familiar treat into a heartfelt message about connection, kindness and belonging in a season full of noise.
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