There are 43 million gamers in the Philippines. And every soft drink brand wanted their attention.

So Mountain Dew decided to intercept gamers at various checkpoints of their gaming journey with a combo of leveled-up campaigns.

“NOOB“
We’re all pros until we’re forced to play a hero or a character we’re not used to playing.
But with the help of our friends, we can easily overcome any learning curve to get the W.

Shortly after the campaign’s launch, we followed it up with a promo to help players get better at Mobile Legends with their friends.

“PLAY THE DEW”
Once you hear how “DEW” has been used in video games all this time, you’ll never unhear it again.

Recognition (Play the Dew):
London International Awards 2025
– Bronze in Audio & Radio

Mad Stars 2025
– Crystal in Integrated Stars
– Crystal in Branded Entertainment Stars

Cannes Lions 2025
– Shortlisted in Digital Craft (Music/Sound Design)
– Shortlisted in Entertainment Lions for Gaming (Audio Visual Content)

D&AD Awards 2025
– Graphite Pencil – Radio & Audio

Gerety Awards 2025
– Entertainment Cut – Integrated

One Asia Creative Awards 2025
– Silver in Cultural Impact – Pop Culture, Gaming & Sports
– Silver in Radio & Audio First – Innovation in Radio & Audio

Credits (Noob and Play the Dew):
Agency: BBDO Guerrero
Creative Chairman: David Guerrero
Group Creative Directors: Nikki Sunga, Andi Olbes
Creative Directors: Eboy Jose, Dennis Nierra, Stephan Domingo
Associate Creative Directors: Chesca Agoncillo, Paul Ayson
Copywriter: Jannah Jordan
Art Directors: Jessica Seneta, Karl Nylander, Joan Plopinio, Vonn Papa
Social: Josh Espinase, Alyne Ypil, Kami Pangantihon, Leah Ariento