Mountain Dew
Do Awesome Ski Hill
Role: Design/Strategy
This project was developed while working for SDIMKTG
The Brief.
Mountain Dew wanted to create an epic event for the launch of their new Citrus Charge flavour in Canada. It needed to engage millennial consumers while adhering to the Mountain Dew positioning - bold, adventurous - and it’s history with extreme sports.
The Idea.
We created an experience that was every bit as intense as the new flavour; building a manmade snow mountain in the middle of Yonge & Dundas Square in the heart of downtown Toronto and inviting fans to hit the slopes.
The two-day event allowed Torontonians to enjoy the downtown snow park, complete with rail features and an open ride park, partake in free lessons from experts as well as the chance to sample the new Dew flavour. There was also a live DJ spinning tunes and a shop loaning out Burton gear.
We partnered with the Burton pro team and some of Canada’s top ski and snowboarders to compete in an invitation-only Pro-Am Ski and Snowboard challenge for a chance to win $6,000. The Dew brand also extended the challenge to the public; 40 people were selected to compete in the qualifiers, with the top 5 participants then competing in their respective Pro-Am categories for a shot at the prize.
One thing you can normally rely on in Canada is a cold winter, however we had to battle through an unseasonably warm winter that forced us to change our plans and ship in 6 dump trucks filled with snow to create the manmade mountain!