CREATIVE THINKING
WE LIVE IN THE GEN Z WORLD, WE SHOULD ABIDE BY THE GEN Z RULES.
THEY DARE TO CARE, THEY JUST DO IT DIFFERENTLY.
SO YOU MIGHT ASK HOW CAN WE CRACK THEIR CODE?
HOW CAN WE VIBE WITH THEM?
HOW CAN WE BE PART OF THEIR CREW?
WE’LL LEAVE THAT FOR THE OTHER BRANDS, BECAUSE US?
WE ALREADY HAVE ALL THAT.
MOUNTAIN DEW PRETTY MUCH REFLECTS THEIR VIBE, ATTITUDE, BOLDNESS, AND THEIR THRIVE TO GET THAT ADRENALINE RUSH, TO BE DIFFERENT.
WHY THE CONFIDENCE?
MOUNTAIN DEW KNOWS GEN Z WAY TOO MUCH TO KNOW THAT
THEY DON’T LIKE BEING TOLD WHAT TO LIKE AND HOW TO LIKE IT.
THEY DARE TO CARE, THEY JUST DO IT DIFFERENTLY.
SO YOU MIGHT ASK HOW CAN WE CRACK THEIR CODE?
HOW CAN WE VIBE WITH THEM?
HOW CAN WE BE PART OF THEIR CREW?
WE’LL LEAVE THAT FOR THE OTHER BRANDS, BECAUSE US?
WE ALREADY HAVE ALL THAT.
MOUNTAIN DEW PRETTY MUCH REFLECTS THEIR VIBE, ATTITUDE, BOLDNESS, AND THEIR THRIVE TO GET THAT ADRENALINE RUSH, TO BE DIFFERENT.
WHY THE CONFIDENCE?
MOUNTAIN DEW KNOWS GEN Z WAY TOO MUCH TO KNOW THAT
THEY DON’T LIKE BEING TOLD WHAT TO LIKE AND HOW TO LIKE IT.
MANIFESTO
Decoding Gen Z.
The hopeless-hopeful generation that’s lost in their screens.
The open-minded,
Socially conscious,
Value-driven,
Multitasking,
Digital-native generation.
They’re influenced.
They’re influencers.
Do they do anything other than follow?
They follow celebrities.
Dreams.
They don’t go with the flow, they are it.
They call their friends fam.
You’d think its family,
but it’s for friends who feel like family.
You see?
Many try to define them.
To target them.
But the diversity is beyond targeting.
Just like the Dew.
Hard to define.
Yet easily accepting.
Refreshing.
Bold.
Since we share the same attitude.
They’ve got the zest, we bring the citrus.
We decided not to limit their creativity,
neither limit the reasons to choose Mountain Dew.
So why not leave a blank space
where they can write their true motives.
Why Mountain Dew?
And what is it REALLY for them?
To start our open-ended story with a bunch of open-minded shrewds;
Get them to say
The hopeless-hopeful generation that’s lost in their screens.
The open-minded,
Socially conscious,
Value-driven,
Multitasking,
Digital-native generation.
They’re influenced.
They’re influencers.
Do they do anything other than follow?
They follow celebrities.
Dreams.
They don’t go with the flow, they are it.
They call their friends fam.
You’d think its family,
but it’s for friends who feel like family.
You see?
Many try to define them.
To target them.
But the diversity is beyond targeting.
Just like the Dew.
Hard to define.
Yet easily accepting.
Refreshing.
Bold.
Since we share the same attitude.
They’ve got the zest, we bring the citrus.
We decided not to limit their creativity,
neither limit the reasons to choose Mountain Dew.
So why not leave a blank space
where they can write their true motives.
Why Mountain Dew?
And what is it REALLY for them?
To start our open-ended story with a bunch of open-minded shrewds;
Get them to say
#ItsTheDewForMe
HOW ARE WE BRINGING THIS TO LIFE?
RATHER THAN INJECTING OUR MESSAGES, WE’LL USE THEIR LANGUAGE, AND LEAVE A BLANK SPACE WHERE THEY CAN WRITE THEIR ADVENTURE, EXPRESS FREELY, AND SHOUT #ItsTheDewForMe
RATHER THAN INJECTING OUR MESSAGES, WE’LL USE THEIR LANGUAGE, AND LEAVE A BLANK SPACE WHERE THEY CAN WRITE THEIR ADVENTURE, EXPRESS FREELY, AND SHOUT #ItsTheDewForMe
HOW ARE WE LAUNCHING?
Online / On-Ground
To get Gen Z involved, we’ll add a QR code to our digital billboard that says: “Scan to tell us what it is for you.”
Scanning it will take them to a page where they can say what Mountain Dew means to them.
Their answers could show up on the billboard.
Key Visuals
Content Film
Social Content
STORY ON FLEEK Fun friend videos are trending — so let’s make one with your crew! We’ll start a challenge with influencers: Gen Z friend groups use our “It’s the __ for me” filter to share what they love about Mountain Dew. Each friend says and writes their answer in a story, tags us, and we repost it. The funniest or most creative group wins a month’s supply of Mountain Dew (6-pack)!
SOCIAL POSTS
GETTING ON-GROUND AND IN TOUCH
On-Ground Activations
Online Activations
BIG CAN BIGGER PROMO
GEN ZERS WILL GET ON NEW ADVENTURES REWARDING ADVENTURES.
WHERE THEY NEED TO TRACK THE WRANGLER FOR A CHANCE TO WIN IT.
THE FUN PART?
THE WRANGLER IS ON THE GO
HOW ARE WE ANNOUNCING THE COMPETITION?
Mountain Dew is a brand that’s close to Gen Z, it challenges them to go the distance, pushes them to move, and to go on new daring adventures.
We will kick-start our competition by announcing it on our social platforms along with OOH.
The visuals that are both on-ground and online will guide our audience for a chance to enter the draw to win the Wrangler.
Agency: Impact BBDO, Lebanon
Angelo El Chami, Regional Executive Creative Director
Rita Cherfane, Associate Creative Director
Karen Melhem, Senior Art Director
Saly Timani, Copywriter
Ramzi Helou, Group Account Director
Ramy Tannous, Multimedia Director
