UNFAIR ADVANTAGE

PepsiCo invited us to pitch for Mountain Dew in Saudi Arabia, looking for an idea to connect with the growing gaming community and highlight Dew’s role as a sponsor of the Esports World Cup.

We thought, if Mountain Dew gives you that much of an edge in gameplay, maybe it should be banned. So we positioned it as the ultimate cheat code, and brought the idea to life through a full campaign with films, outdoor, and activations at the EWC.

Mountain Dew