UNFAIR
ADVANTAGE
CLIENT:
MOUNTAI DEW
POSITIONING MOUNTAIN DEW AS THE ULTIMATE CHEAT CODE.
In competitive sports, advantages are tolerated only up to a point. When something tips the balance too far, it isn’t celebrated, it’s banned. Through two hero films, and a live activation at the ESports World Cup. Mountain Dew became a cheat code in physical form, a rare drop that, if obtained, gave an unfair advantage.
Two hero films set in a fictional universe where Mountain Dew-free zones had been enforced because having that kind of advantage just wasn’t fair.
