ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
Play The Dew
Agency BBDO Guerrero / Makati + ZenithOptimedia / Makati + Syn Music / TOKYO + Flare Manila / Makati
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Category
Innovation in Radio & Audio
Annual ID
OA25_RAU001S
Background
Gaming is a saturated and expensive space to enter in any market, especially the Philippines, with one of the fastest growing mobile gaming communities in the world.
Mountain Dew, a PepsiCo soft drink, wants to solidify its brand presence in the gaming market and further establish itself as the official ‘game fuel’ for gamers without spending an exorbitant budget for licensing and partnership deals with popular gaming titles.
It just so happens that Mountain Dew’s global nickname, ‘DEW’—is the perfect way into the gaming space, being that our brand name is a natural sound effect for most in-game action and audio.
We took advantage of this clever space for ownership, analyzing thousands of video game sounds and discovering that some of the most recognizable action audio already contains the sound DEW.
Mountain Dew, a PepsiCo soft drink, wants to solidify its brand presence in the gaming market and further establish itself as the official ‘game fuel’ for gamers without spending an exorbitant budget for licensing and partnership deals with popular gaming titles.
It just so happens that Mountain Dew’s global nickname, ‘DEW’—is the perfect way into the gaming space, being that our brand name is a natural sound effect for most in-game action and audio.
We took advantage of this clever space for ownership, analyzing thousands of video game sounds and discovering that some of the most recognizable action audio already contains the sound DEW.
Creative Idea
While brands spend millions to put their name in gaming, Mountain Dew has always been in it. The brand’s global nickname - ‘DEW’—is already a naturally fitting onomatopoeia for most in-game action sound effects
Play The Dew is an audio-led campaign that simulates popular gaming scenarios where all sound effects are replaced by voice recordings of the word ‘DEW.’
We launched the campaign through radio and online films made solely of stock footage. We then took the idea to TikTok where we created the platform’s first audio-enabled game filter in the country wherein users can play a racing game by saying ‘DEW’ into their phones.
The campaign earned Mountain Dew 9+ points in Gaming Imagery and 12+ points in Gaming Salience, which helped Mountain Dew reclaim the title of #1 Flavored Soft Drink in the country — all with zero spend on licensing and partnership deals.
Play The Dew is an audio-led campaign that simulates popular gaming scenarios where all sound effects are replaced by voice recordings of the word ‘DEW.’
We launched the campaign through radio and online films made solely of stock footage. We then took the idea to TikTok where we created the platform’s first audio-enabled game filter in the country wherein users can play a racing game by saying ‘DEW’ into their phones.
The campaign earned Mountain Dew 9+ points in Gaming Imagery and 12+ points in Gaming Salience, which helped Mountain Dew reclaim the title of #1 Flavored Soft Drink in the country — all with zero spend on licensing and partnership deals.
Insights & Strategy
The brand wanted to be top of mind for gamers while also maintaining the iconic Mountain Dew attitude. This meant creating brand recall in the gaming space without having an overdone, sponsored campaign or inserting itself in a 'cringey' manner that so often happens with paid partnerships.
Audio is already an integral part of every video game experience. It guides everything from the mood and story to the action and dialogue. It just so happens that Mountain Dew’s global nickname, ‘DEW’—is already a natural sound effect for all that in-game action.
So we analyzed thousands of video game sounds and discovered that some of most recognizable action audio already contains the sound DEW.
It is through this insight that we developed a radio material that simulates a popular gaming scenario, but entirely consists of voice recordings of the word ‘DEW.’
Audio is already an integral part of every video game experience. It guides everything from the mood and story to the action and dialogue. It just so happens that Mountain Dew’s global nickname, ‘DEW’—is already a natural sound effect for all that in-game action.
So we analyzed thousands of video game sounds and discovered that some of most recognizable action audio already contains the sound DEW.
It is through this insight that we developed a radio material that simulates a popular gaming scenario, but entirely consists of voice recordings of the word ‘DEW.’
Execution
The campaign started by tapping a beatboxer to recreate game scenarios using only the human voice. We reviewed gaming source materials, trying to recreate familiar game sound effects using only the word ‘DEW.’ Some elements were then digitally enhanced to create authentic-sounding audio and music, while still being discernibly human.
The recordings were then used on radio and subsequently on films released online. We then tapped game streamers to dub their own versions live on their channels. Other gamers started dubbing their own videos with ‘DEW.’
We then took the idea to TikTok, where we created a game filter that allowed anyone to play a racing game by speaking ‘DEW’ into their microphone.
The recordings were then used on radio and subsequently on films released online. We then tapped game streamers to dub their own versions live on their channels. Other gamers started dubbing their own videos with ‘DEW.’
We then took the idea to TikTok, where we created a game filter that allowed anyone to play a racing game by speaking ‘DEW’ into their microphone.
Results
The audio-led campaign started a chain reaction of gamers all over the country joining in to share their own gameplay dubbing DEW into their action, bringing positive sentiment for the brand up by 60% over the previous month before the campaign’s launch.
It earned Mountain Dew 9+ points in Gaming Imagery and 12+ points in Gaming Salience, a sizable jump for such a saturated space within the Philippine market.
The gameplay films adapted from the DEW audio gained over 63 million views in a country of only 43 million gamers while the TikTok game made over 20 million impressions in just 2 weeks.
Overall, this contributed to a 9% increase in volume sales while also allowing the brand to take the title of #1 Flavored Soft Drink in the country—all with zero spend on licensing and partnership deals and the use of a SINGLE branded sound—DEW!
It earned Mountain Dew 9+ points in Gaming Imagery and 12+ points in Gaming Salience, a sizable jump for such a saturated space within the Philippine market.
The gameplay films adapted from the DEW audio gained over 63 million views in a country of only 43 million gamers while the TikTok game made over 20 million impressions in just 2 weeks.
Overall, this contributed to a 9% increase in volume sales while also allowing the brand to take the title of #1 Flavored Soft Drink in the country—all with zero spend on licensing and partnership deals and the use of a SINGLE branded sound—DEW!
2025 Awards
Total Points: 14
Silver Award
Credits
Agency
BBDO Guerrero / Makati
Media Agency
ZenithOptimedia / Makati
Music / Sound Production Company
Syn Music / Tokyo
Post Production Company
Flare Manila / Makati
Art Director
Joan Plopinio
Karl Nylander
Vonn Papa
Chief Creative Officer
David Guerrero
Chief Strategy Officer
Peach Natividad
Associate Creative Director, Art Director
Chesca Agoncillo
Associate Creative Director, Copywriter
Paul Ayson
Creative Director, Art Director
Dennis Nierra
Nikki Sunga
Creative Director, Copywriter
Andi Olbés
Eboy Jose
Stephan Domingo
Executive Producer
Neon San Jose-Estropia
Head of Social
Joshua Espinase
Social Content Creator
Kamille Pangantihon
Account Director
Michael Simpao
AOR Director
Cathy Niqui
Associate Media Director
Carol Agatep
ATL Media Buyer
Mean Litan
CEO, Owner & Creative Director
Nick Wood
Chief Executive Officer
Francine Kahn-Gonzalez
Client Services Director
Kyle Cruz-Tan
Creative Technology Director
Ernest Pascual
Digital Director
Mark Balundo
Digital Media Buyer
Fleur Peteros
Finance Assistant
Julie Torne
Marinell Legaspi
Finance Director
Leah Gonzales
Finance Manager
Merlin Tan
General Manager
Angelica Lorenzo
Head of Integrated Production
David Wright
Marketing Manager & PR Strategist
Nathaniel Sta Teresa
Media Planner
Charl Awayan
Production Assistant
Maena Sugimoto
Production Business Director & Executive Producer
Denise Galoyo
Production Manager
Mathieu Kranich
Senior Account Manager
Catherine Lao
Ramon Yuseco
Sound engineer
Markku Mäkelä
Sr. Social Content Creator
Alyne Ypil
Traffic and Operations Director
Chot Gatmaitan
Traffic Manager
Roxann Ng
Video editor
Ford Celino
Voice Artist / Creative
Alina Tomnikov
Tuukka Haapaniemi
Voice Artist / Creative Director
Rudi Rok
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