Project
N°005
Project
N°005
Project
N°005
Title
Do the Dew - Spy vs. Spy
Title
Do the Dew - Spy vs. Spy
Title
Do the Dew - Spy vs. Spy
Brand/Agency
Mountain Dew/BBDO New York
Brand/Agency
Mountain Dew/BBDO New York
Brand/Agency
Mountain Dew/BBDO New York
Campaign
Do the Dew - Spy vs. Spy
Campaign
Do the Dew - Spy vs. Spy
Campaign
Do the Dew - Spy vs. Spy
Role
Brand Planner
Role
Brand Planner
Role
Brand Planner
Creative Director
Bill Bruce
Creative Director
Bill Bruce
Creative Director
Bill Bruce
Awards
3 Cannes Lions
Awards
3 Cannes Lions
Awards
3 Cannes Lions
About
OVERVIEW: Mountain Dew was the original maverick, rebel, and irreverent brand that invented extreme beverages way before Liquid Death. Mountain Dew was king of the mountain for ultimate, adrenaline, thirst-quenching experiences. But in the mid-2000s it began losing market share. The culture of extreme, risk-taking exhilaration it pioneered was now being challenged by a new generation of beverages—Monster Energy, Red Bull, and Gatorade. Disrupting culture is what Mountain Dew does best. To appeal to core 18-24-year-old drinkers, who crave intense rushes of refreshment and flavor in their lives, “Do the Dew” evolved from an epic call to action, to symbolize a higher-order emotional benefit of supreme rebellion. Sales began to grow for Mountain Dew. Diet and revolving circuit of new flavors pushed the innovation envelope with Code Red, Livewire, Baja Blast, MDX, and limited-edition flavors.
SUPERCHARGER:
Pushing the extremes of storytelling by transforming a classic cartoon with live-action animation.
About
OVERVIEW: Mountain Dew was the original maverick, rebel, and irreverent brand that invented extreme beverages way before Liquid Death. Mountain Dew was king of the mountain for ultimate, adrenaline, thirst-quenching experiences. But in the mid-2000s it began losing market share. The culture of extreme, risk-taking exhilaration it pioneered was now being challenged by a new generation of beverages—Monster Energy, Red Bull, and Gatorade. Disrupting culture is what Mountain Dew does best. To appeal to core 18-24-year-old drinkers, who crave intense rushes of refreshment and flavor in their lives, “Do the Dew” evolved from an epic call to action, to symbolize a higher-order emotional benefit of supreme rebellion. Sales began to grow for Mountain Dew. Diet and revolving circuit of new flavors pushed the innovation envelope with Code Red, Livewire, Baja Blast, MDX, and limited-edition flavors.
SUPERCHARGER:
Pushing the extremes of storytelling by transforming a classic cartoon with live-action animation.
About
OVERVIEW: Mountain Dew was the original maverick, rebel, and irreverent brand that invented extreme beverages way before Liquid Death. Mountain Dew was king of the mountain for ultimate, adrenaline, thirst-quenching experiences. But in the mid-2000s it began losing market share. The culture of extreme, risk-taking exhilaration it pioneered was now being challenged by a new generation of beverages—Monster Energy, Red Bull, and Gatorade. Disrupting culture is what Mountain Dew does best. To appeal to core 18-24-year-old drinkers, who crave intense rushes of refreshment and flavor in their lives, “Do the Dew” evolved from an epic call to action, to symbolize a higher-order emotional benefit of supreme rebellion. Sales began to grow for Mountain Dew. Diet and revolving circuit of new flavors pushed the innovation envelope with Code Red, Livewire, Baja Blast, MDX, and limited-edition flavors.
SUPERCHARGER:
Pushing the extremes of storytelling by transforming a classic cartoon with live-action animation.
Do the Dew - Spy vs. Spy
Still 001
Still Collection 002
Still Collection 003
:15 Sec Ad - "Dynamite"
:30 Sec Ad - "Canopy"
:30 Sec Ad - Helicopter
:25 Sec Ad - Hallway