Art Direction
Green Label Art is a limited-edition artist series presented by Mountain Dew. To help Mountain Dew transition to a new consumer group outside of the extreme sports world, a campaign that would engage the underground art community would be the next to own. A curated group of artists designed the first ever series of fully printed aluminum bottles. Additionally, a digital strategy including a microsite with artist videos, a design your own bottle contest and an art and culture blog. Events in over 12 markets and a series of point-of-sale, and outdoor ads helped bolster the campaign’s reach.
Green Label Sound was launched to reach the emerging and independent music market. Partnerships with fresh, new talent, a comprehensive digital program including awareness and a campaign site, outdoor media, and events made the campaign a success.
Dewmocracy was a first-of-its-kind consumer collaboration initiative to create an original beverage for Mountain Dew. The campaign asked consumers to choose from a variety of product attributes, ultimately producing three winning flavors that hit stores nationally.
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