Mountain Dew and BBDO Guerrero Philippines hack the sound of gaming with one word
Gaming is a saturated and costly space to enter – especially in the Philippines, home to one of the world’s fastest-growing mobile gaming communities. To break through without relying on expensive licensing deals or brand tie-ins, Mountain Dew partnered with BBDO Guerrero Philippines to carve out a unconventional presence in the gaming world.
Mountain Dew, a PepsiCo soft drink, aimed to position itself as the official ‘game fuel’ while staying true to its iconic, irreverent attitude. The goal: to be top of mind for gamers without resorting to overproduced campaigns or the kind of awkward sponsorships that often miss the mark.
Recognizing the power of sound in gaming—from setting the mood to signaling in-game action—BBDO Guerrero found a clever way in: Mountain Dew’s global nickname, “DEW,” already sounds like a natural in-game sound effect.
After analyzing thousands of video game audio clips, the agency discovered that some of the most iconic action sounds already contained the sound “dew.”
From this insight came PLAY THE DEW—a series of films made entirely from stock footage that mimic familiar gaming scenarios, with all the audio composed exclusively of voice recordings of the word “DEW.”
Credits
Agency: BBDO Guerrero
Production: Syn Music / Flare Manila
Chief Creative Officer: David Guerrero
Creative Director: Nick Wood
Creative Director: Rudi Rok
Creative Director/ art director: Nikki Sunga
Creative Director/ writer: Andi Olbés
Associate CD / Art Director: Chesca Agoncillo
Associate CD / Copywriter: Eboy Jose
Art Director: Joan Plopinio
Art Director: Vonn Papa
Creative: Alina Tomnikov
Creative: Tuukka Haapaniemi
Chief Strategy Officer: Peach Natividad
Client Services Director: Kyle Cruz-Tan
Executive Producer: Denise Galoyo
Executive Producer: Neon San Jose
General Manager: Angelica Lorenzo
Head of Integrated Production: David Wright
Head of Social Media: Joshua Espinase
Production Manager: Mathieu Kranich
Production Supervisor: Maena Sugimoto
Senior Account Manager: Ramon Yuseco
Senior Account Manager: Catherine Lao
Account Director: Michael Simpao
Sound Engineer: Markku Mäkelä
Traffic Manager: Roxann Ng
Sr. Social Content Creator: Alyne Ypil
Social Content Creator: Kamille Pangantihon
Marketing Manager & PR Strategist: Nathaniel Sta Teresa
Creative Technology Director: Ernest Pascual
Traffic and Operations Director: Chot Gatmaitan