Mountain Dew: DEWmocracy — campaign visuals

I contributed retouching and visual production to Mountain Dew's DEWmocracy campaign, which featured Pasi Pitkämäki and his winning bottle-label design.

2011
My role: Retouching and visual production
Art director: Petteri Tyynelä | Label design: Pasi Pitkämäki
Pasi Pitkämäki beside an oversized Mountain Dew bottle, holding his winning label design
Campaign key visual
Close-up of the hand, oversized pencil and bottle label in the finished campaign visual
Detail of the finished visual

Celebrating the winning label

Mountain Dew's DEWmocracy campaign invited people to design a bottle label for a special production run. Almost 10,000 designs were submitted through the campaign website, and Pasi Pitkämäki's entry was selected as the winner.

The campaign featured Pitkämäki and his design in an outdoor billboard and a large building-facade advertisement in his hometown.

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