There’s something different about walking into a Dairy Queen store. It’s not the near-endless mix of delicious hot and cold treats – it’s the people making them. From the eager teens working their first jobs to the assistant manager who’s keeping them all in line, this campaign told a different story of the crew behind the counter each month while highlighting the brand’s newest items and deals.

This campaign grabbed attention in some unexpected ways. While the Cloche ad sent a record people to their local stores for an A-1 Bacon Cheeseburger (the most successful burger launch in the chain’s history), it also sent them to the dictionary to double check the definition of their newest vocabulary word – spiking searches on the Merriam-Webster site.