Brief Explanation

The Impossible Reach. Every street artist on the planet aspires to it. Getting their tag, their art, where people will look at it and say “how on earth did he get it there?”. To the street-artists it’s addictive, and to the on-lookers it’s exciting. Mountain Dew in New Zealand has a single-minded ambition: to help its drinkers take their passion to the next level. In 2012 we enabled anyone with a passion for street-art to do just that. Teaming with infamous graffiti artist Haser and a team of tech experts we used cutting edge motion-capture technology to bring graffiti to life in 3D. Then, recreating an online version of the motion capture technology we invited fans to push their own pieces to the next level and encouraged them to take it to the streets of the world with Google Street View. Finally, we travelled the length and breadth of the country making sure our fans and their friends had the opportunity to engage with us in the real world, set eyes on the 3D graffiti and sample the goods. The results were staggering: • Brand health and engagement shot up • A whopping 24% of our target market participated • And most importantly in a declining market Mountain Dew grew 28%