Play the Dew
Mountain Dew, a PepsiCo brand, is the Philippines’ no. 1 flavored soft drink in its category. It has established itself as the country’s official “game fuel” through successful game partnerships and promotions through the years. However, Mountain Dew wants to further strengthen its brand association by establishing that ANY game experience can be even better with Mountain Dew.
When people play video games on their phones outdoors, they usually play with the sound off as courtesy to people around them. But as the game becomes more intense, they find themselves creating their own sounds effects using their voices: With this insight, we created the “Play the Dew” campaign by replacing sound effects with the word ‘Dew!’
‘Dew Battle’ recreates a First-Person Shooter game where a player enters the final round of the match facing a barrage of enemy fire, helicopters, and explosives. In the end, he manages to arm a bomb for an explosive finale. Each element of the radio spot is made through voice recordings of the word ‘Dew’.
The campaign won a Bronze Lion at the Cannes Lions 2024 Festival of Creativity.