Radio and Audio > Excellence in Audio & Radio

DEW BATTLE

BBDO GUERRERO, Makati City / MOUNTAIN DEW / 2024

Awards:

Bronze Cannes Lions
CampaignCampaignLayout(opens in a new tab)
Demo Film
MP3 Original Language
1 of 0 items

Overview

Credits

Overview

Why is this work relevant for Audio and Radio?

At the heart of this idea is the use of sound to link the brand indelibly with one of its core audiences. Our aim was to link the name of the brand (Dew) and the coincidental sound of the way people tend to imitate in-game sound effects. To achieve this we worked with sound designers and musicians to create authentic gaming audio environments with only the human voice, vocalizing that single word.

Please provide any cultural context that would help the Jury understand any cultural, national or regional nuances applicable to this work.

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 sounds effects using their voices:

With this insight, we created the "Play the Dew" campaign by replacing sound effects with the word ‘Dew!’ (The commonly used nickname for the brand.)

Write a short summary of what happens in the radio or audio work.

‘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 through voice recordings of the word ‘Dew’,

Translation. Provide a full English translation of any audio.

Not applicable.

Background:

Mountain Dew established itself as the Philippines’ 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.

Mountain Dew, the leading brand in it’s category, looks to strengthen its position as the Philippine’s official ‘Game Fuel’ by creative audial use of its global tagline ‘Do the Dew’

The objectives were to: strengthen brand association with not just its gaming partners, but with the broader gaming space; and strengthen brand recall in a playful way.

Describe the Impact:

This audio-led idea is part of a wider campaign designed to boost the brand’s positioning as the country’s official Game Fuel. Dew volume sales vs a year ago have experienced a 10% growth. Brand KPIs also increased: Gaming Salience increased 9 points, and Fun Time Together 5 points vs a year ago.

Tell the jury about the sound design.

The brief was to create an authentic in-game sound using only the human voice and the word "dew'.

We edited the gameplay scenario on video and then used it as the basis for the script timings. Then we recorded vocals of the appropriate sounds to reflect the elements in the game,

Some elements were then digitally enhanced to create authentic-sounding game audio, while still being discernibly human saying the word "dew"

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