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in pc gaming, the most used keys are w, a, s, d, e, f.
and 3 of those are exactly what gamers (mountain dew’s main target) call us: dew.
so, while other brands try to be there all the time, we preferred to show what happens if we weren’t.
(case study coming soon)
campaign: play no dew
client: mountain dew
agency: bbdo guerrero
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first we modified keyboards by removing the d, e, w keys and sent them to dozens of famous gamers to play.
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the result? impossible to move forward, move right, or interact with anything. pure, fun chaos that proved one thing: you can't win without dew.
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then we took it further: a tournament where pro gamers without d, e, w keys faced amateur gamers with d, e, w keys.
the dew team won, of course.
