The strategy behind the MDX “Stay Sharp” campaign was to focus on mental energy, rather than the physical energy that has historically defined energy beverages. The campaign quizzed viewers (focusing on guys ages 18-34; 21-year-olds especially) on their mental alertness through a series of quirky “attention tests” rooted in user-generated content (from sites like YouTube) and actual TV programs. Tests were given on TV, radio and online. This cross platform presence influenced how we approached production for each creative piece. All production elements were designed to bring the tests to life, reinforcing the idea that the viewer must “Stay Sharp.”