Mountain Dew Philippines Bags a Cannes Lion for ‘Play the Dew’ Campaign

BBDO Guerrero brings home an Audio & Radio Bronze Lion (Sound Design) for Mountain Dew Philippines’ radio material ‘Play The Dew: Dew Battle.’ It also received a Shortlist recognition for Audio & Radio (Consumer Goods).

The spot emulates a realistic gaming scenario, using only one word: ‘DEW’ - the nickname for the brand popularly used by gamers. At the heart of the idea is the use of sound to link the brand with one of its core audiences. To achieve this BBDO Guerrero worked with sound designers, voice talents, and musicians to create authentic gaming audio environments using only the human voice, vocalising a single word.

Ray Pine, marketing director for Mountain Dew said, “This radio campaign exemplifies a simple yet brilliant idea that creates an unforgettable connection and reinforces the brand's popularity among the gaming community.” 

David Guerrero, creative chairman at BBDO Guerrero added, “We’re incredibly honoured to bring home the first-ever Cannes Lions award for Mountain Dew Philippines. This recognition is a true testament to our unwavering commitment to creative excellence for our client partners.”

The audio-led idea is part of a bigger campaign designed to boost the brand’s positioning as the Philippines’ official Game Fuel.