Mountain Dew: DEWmocracy

As a part of Mountain Dew's DEWmocracy campaign a label design contest was set up. The goal was to get your own version of the MD bottle label published as a special production charge. Nearly 10000 labels were designed on dedicated campaign site. Finally the proposal of Pasi Pitkämäki was chosen as winner. An outdoor billboard showing the winner with his label design was created as well as a giant facade advertising in his hometown.