The Philippines is the mobile and social media capital of the world. Free Facebook data packages are available across the country. Smartphones are widely and cheaply available. And there is a strong online gaming community.

Having grown up digital, young Filipinos are used to everything being an immersive experience.

But advertising buys for Mountain Dew still included traditional mediums – like print.

Using these existing media buys, we needed to make ourselves relevant to our young target audience.

The print ad was launched in April 2016, in a local publication carried by the country’s largest bookstore chain.

The gif game that the print ad directed people to was embedded in the Mountain Dew Philippines Facebook page.