MTN DEW

Industry

Beverage

THE BLOCK

The Challenge
At previous NBA All-Star Weekends, brands and the league showed up and put on amazing events that didn't reflect the character of the host city. For 2022, MTN DEW and Ruffles wanted to disrupt that trend.

The Solution

Creative Directing a multi-agency effort (IAT), we created a must-see experience for basketball fans with compelling programming and a "Dethrone the Serious" vibe. From local businesses to Cleveland tastemakers, we tapped into local culture in ways that resulted in MTN DEW winning Event Marketer's Award for Best Use of Events for Content.

Manifesto

1/2