Mtn Dew ‘Dewnited States’
Celebrating what makes United States great with a national TV commercial and 50 online, in-store and outdoor state-specific spots to coincide with MTN DEW's limited-edition 50 state bottle series.
Agency: BBDO New York
Press: thedrum.com
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Director: Andy Baker
Creative Director: Lucia Davies
Production Company Hornet
Producer: Dez Stavracos, Lucia Davies
Editor: Anita Chao
Lead Designer: Cristian Martinez
Designer Jackie Ferrentino, Claire Kho, Saad Moosajee
Production Artists: Andres Padilla, Tomas Vallecillo, Ciara Bresnahan
Storyboard Artist: Tim Rauch
Lead Animator: Mike Luzzi
Animators: Krystal Downs, Mark Pecoraro, Kathleen Gleeson, Jon Yellowhair, Geo Barnett, Hazel Zheng
Compositor: Peter Fink
CG Lead: Eric Lane
CG Lead: Richard Kim, Rui Zhu
CG Lead: Natalia Perez Melendez
50 unique scripts were carefully crafted from key visuals in each bottle's label design and celebrated emblems and legends from their respective state to form a monumental summer campaign in Mountain Dew's signature colour palette. In a 360° roll out across all display formats, the ambitious scope of work sparked a viral following as viewers engaged patriotically with the irreverent state-specific stories and characters that emerged.
