ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
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Category
Television / Film / Online Video / Television - Single
Annual ID
ADC_ADV20_063B
About the Work
Cultural Background To show MTN Dew fans who have moved on from sugary sodas that MTN Dew Zero is as good as the original MTN Dew, we launched “As Good as the Original, Maybe Even Better?”, a campaign that remade, (maybe even better?) one of the most iconic and parodied scenes in film history, on the eve of its 40 year anniversary: The Shining. Execution In a time when dime-a-dozen zero sugar sodas don’t live up to their promises, we proved we were different by DOING something different. Creating a remake that’s as good as the original. Our film execution pays homage to the original, from hyper detailed sets, to the cinematically shot-for-shot camera movements, to the highly trained actors talented enough to play the part convincingly, but also comedically delivering the entire thing with a MTN Dew axe-through-the-door wink. The campaign utilized the most nostalgic elements from the classic thriller while putting the product front and center, to a hyperactive fan base with a shared love for the original MTN Dew and The Shining.
2020 Awards
Total Points: 10
Bronze Cube
Credits
Agency
TBWA\Chiat\Day / New York
Client / Brand
Mountain Dew / White Plains
Production Company
MJZ / Brooklyn
Music / Sound Production Company
Found Objects / Brooklyn
Plush / New York
Post Production Company
No6 / New York
Company 3 / New York
Method Studios / New York
Art Director
Ashley Veltre
Chief Creative Officer
Chris Beresford-Hill
Composer
Ben Marshall
Adam Weiss
Digital Artist
Doug Luka
Joey Deady
Director
Tom Kuntz
Executive Creative Director
Amy Ferguson
Julia Neumann
Randie Swanberg
Jay Wadley
Trevor Gureckis
Executive Producer
John Doris
Amanda Revere
Eriks Krumins
Corinna Dennison
Graham Dunglinson
Jennie Armon
Matt Nelson
Sound Designer
Rob Fielak
Writer
Christopher Santaiti
Creative Team
Agatha Lee
Account Team
Bruna Bechelli
Matthew Duerr
Allie Lightcap
Alice Ryan
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