Mountain Dew: DEW CREW LOGO

Credits & Description:

Advertiser: PEPSI
Agency: SANCHO BBDO
Category: Other Consumer Products (including Durable Goods)
Creative Director: Alejandro Gomez (Sancho BBDO)
Copywriter: Daniel Alvarez (Sancho BBDO)
Chief Creative Officer: Giovanni Martinez (Sancho BBDO)
Art Director: Alejandro Gomez (Sancho BBDO)
Creative Director: Daniel Alvarez (Sancho BBDO)
Chief Creative Officer: Hugo Corredor (Sancho BBDO)

Client Brief Or Objective
Create a logotype for the skaters and BMX riders team from Mountain Dew.

Brief Explanation
We had to create a logotype that joined two tribes that have always hated each other, two tribes that used to beat each other up when they met riding.That´s why we created something that was more than a logo; we created a code, a signal, an expression that liberated them from their tribe and joined them together without any importance of its origin. We bore in mind two things:1) Their tribes didn't have any signs that identified them.2) They share the streets and its language.

Implementation
Based on the rapper's language from the Bronx, we created a symbol with the hands; the symbol was illustrated in the simplest possible way to generate a clear code to be easily recognized and sought to transcend in these cultures for it to be used as their clandestine way to identify the members from the DEW CREW.

Outcome
Besides being the most requested item by our target in the Mountain Dew social networks, the logo was adopted by both tribes joining skaters and BMX riders together.