Mtn Dew was slipping due to new “energy drinks” (Red Bull, Monster)in the game. We highlighted Lil Wayne and his universal journey to become a proficient skateboarder, expanding the story to include all who embark on the journey of self-discovery... fueled by DEWeezy.

PAINTED STREET MURAL

The campaign began quietly and organically. Hand painted murals with #deweezy appeared in key cities creating a grassroots movement around the concept. — The campaign began quietly and organically. Hand painted murals with #deweezy appeared in key cities creating a grassroots movement around the concept.

DEWEEZY SKATE PARK

LOWER NINTH SKATEPARK

To further cement Mtn Dew’s involvement and new brand direction as well as the best way to embody the DEWEEZY spirit was to build an actual skatepark in the Lower Ninth Ward of New Orleans, the community most damaged by Hurricane Katrina. The skatepark allows kids in the community to push themselves and gain a sense of accomplishment... a far more tangible lesson than the usual ad campaign messaging.