In 2010, DoubleTree Hotels went through a major rebrand to better align itself as part of the Hilton portfolio. My team at Gensler was hired to implement the new brand across the 300+ hotel touch points. After the initial roll-out, our work expanded to the creative strategy and development of a brand awareness campaign. Leveraging DoubleTree's symbolic cookie welcome and the "pay it forward" idea, we came up with the Cookie Care concept of handing out two cookies with a "one for you, one to share" mentality. DoubleTree traveled to cities around the world, sparking delight for people at key moments and events, such as people waiting in line for the iPhone6 and on the first day of Summer after a particularly harsh winter in Minneapolis.