DEWEEZY: MOUNTAIN DEW x LITTLE WAYNE
With an increasing amount of soda and energy drinks crowding the beverage marketplace, Mountain Dew decided to commission a multi-media campaign to further differentiate its brand from the competitive alternatives by aligning it more closely with urban communities across the country and pop culture in general.
We partnered with Lil’ Wayne and co-created DEWeezy: a campaign to ignite creativity and celebrate people who follow their passion.
To soft-launch the campaign, we commissioned a series of hand-painted murals with the hashtag #deweezy appearing in key cities across the country to start building excitement and creating anticipation for what is to come.
Role: Art Direction, Campaign Asset Production, Account Management
Besides his love for rap, Wayne’s other passion is skateboarding. As a core element for this campaign, we decided to highlight Wayne’s personal journey to become a proficient skateboarder through a series of webisodes that we released exclusively on YouTube.
As momentum for the campaign heightened, we officially launched DEWeezy with a 30sec commercial ad depicting Wayne’s skateboarding passion and encouraging fans to show us ‘How they Dew”.
To conclude this two-year effort, we partnered up with California Skateparks and Brad Pitt’s Make It Right Foundation to commission the development of the DEWeezy Skatepark.
Located in New Orleans’ Lower 9th District —a lower-income neighborhood of the city whose community had been profoundly impacted by the devastation of Hurricane Katrina — the DEWeezy Skatepark provided an outlet for the youth of that part of the city to get together and bond over their passion for skateboarding.
—CREDITS
Carried out while at GLU Agency