SUB CATEGORY :

CONSUMER GOODS

ENTRANT COMPANY :

BBDO GUERRERO, MANILA

TITLE :

DEW BATTLE

BRAND :

MOUNTAIN DEW

ADVERTISER :

PEPSICO PHILIPPINES

AGENCY :

BBDO GUERRERO, MANILA

CHIEF CREATIVE OFFICER & CREATIVE CHAIRMAN :

DAVID GUERRERO (BBDO GUERRERO)

EXECUTIVE CREATIVE DIRECTOR :

GAVIN SIMPSON (BBDO GUERRERO)

CREATIVE DIRECTOR, ART DIRECTOR :

NIKKI SUNGA (BBDO GUERRERO)

CREATIVE DIRECTOR, COPYWRITER :

ANDI OLBÉS (BBDO GUERRERO)

ASSOCIATE CREATIVE DIRECTOR, COPYWRITER :

EBOY JOSE (BBDO GUERRERO)

SENIOR COPYWRITER :

JILL LIBRODO (BBDO GUERRERO)

ART DIRECTOR :

CHESCA AGONCILLO (BBDO GUERRERO)

GENERAL MANAGER :

ANGELICA LORENZO (BBDO GUERRERO)

CLIENT SERVICES DIRECTOR :

KYLE CRUZ-TAN (BBDO GUERRERO)

ACCOUNT DIRECTOR :

MICHAEL SIMPAO (BBDO GUERRERO)

ACCOUNT MANAGER :

RAMON YUSECO (BBDO GUERRERO)

SENIOR STRATEGIC PLANNER :

PAOLO JUAN (BBDO GUERRERO)

MARKETING MANAGER :

NATHANIEL STA TERESA (BBDO GUERRERO)

CREATIVE TECHNOLOGIST :

ERNEST PASCUAL (BBDO GUERRERO)

TRAFFIC & OPERATIONS DIRECTOR :

CHOT GATMAITAN (BBDO GUERRERO)

TRAFFIC MANAGER :

ROXANN NG (BBDO GUERRERO)

FINANCE DIRECTOR :

LEAH GONZALES (BBDO GUERRERO)

FINANCE MANAGER :

MERLIN TAN (BBDO GUERRERO)

FINANCE ASSISTANT :

JULIE TORNE (BBDO GUERRERO)

RECEPTIONIST :

MARINELL LEGASPI (BBDO GUERRERO)

HEAD OF INTEGRATED PRODUCTION :

DAVID WRIGHT (FLARE MANILA)

EXECUTIVE PRODUCER :

NEON SAN JOSE (FLARE MANILA)

VIDEO EDITOR :

NATALIA BURGOS (FLARE MANILA)/
FORD CELINO (FLARE MANILA)

BROADCAST PRODUCERS :

JING ABELLERA (JUST ADD WATER PRODUCTIONS)/
LESLIE ANN NG TAN (JUST ADD WATER PRODUCTIONS)

SOUND ENGINEER :

GLENN MARIANO (HIT PRODUCTIONS INC.)/
MARKKU MÄKELÄ (SYN MUSIC)

MUSIC ARRANGER :

BP VALENZUELA (HIT PRODUCTIONS INC.)

ANNOUNCER VO :

ROBERT IAN JOSEPH (HIT PRODUCTIONS INC.)

SFX CHARACTER VOICE :

RENZO MAGNAYE (HIT PRODUCTIONS INC.)/
KUAI DORADO (HIT PRODUCTIONS INC.)/
JONA PACULAN (HIT PRODUCTIONS INC.)/
JO ANNE CHUA (HIT PRODUCTIONS INC.)

VOICE CASTER :

LEA LARDIZABAL (HIT PRODUCTIONS INC.)

CEO, OWNER & CREATIVE DIRECTOR :

NICK WOOD (SYN MUSIC)

PRODUCTION MANAGER :

MATHIEU KRANICH (SYN MUSIC)

VOICE ARTIST/CREATIVE :

RUDI ROK (SYN MUSIC)

ENGLISH SCRIPT :

‘Dew Battle’ recreates a First-Person Shooter game where a player enters the final round of the
match facing a barrage of enemy fire, helicopters, and explosives. In the end, he manages to
arm a bomb for an explosive finale.

Each element of the radio spot is made solely through voice recordings of the word ‘Dew’ - the nickname used by avid drinkers of Mountain Dew.

ENGLISH CONTEXT EXPLANATION :

Mountain Dew, a PepsiCo brand, is the Philippines’ no. 1 flavored soft drink in its category. It has
established itself as the country’s official "game fuel" through successful game partnerships and
promotions through the years. However, Mountain Dew wants to further strengthen its brand association by establishing that ANY game experience can be even better with Mountain Dew.

When people play video games on their phones outdoors, they usually play with the sound off
as courtesy to people around them. But as the game becomes more intense, they find
themselves creating their own sound effects using their voices. With this insight, we created the “Play the Dew (Dew Battle)" by replacing all in-game sound effects with the word ‘Dew!’ (the nickname used by avid drinkers of Mountain Dew)