Mountain Dew: "SKATER POSTER - URBAN FEST 5" Promo / PR Ad by Graffiti BBDO

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: PEPSICO INTERNATIONAL
Product/Service: MOUNTAIN DEW
Agency: GRAFFITI BBDO
Date of First Appearance: Aug 10 2009 12:00AM
Entrant Company: GRAFFITI BBDO, Bucharest, ROMANIA
Copywriter: Dan Stanescu (Graffiti BBDO)
Art Director: Cosmin Simionescu (Graffiti BBDO)
Creative Director: Ema Prisca (Graffiti BBDO)
Account Manager: Ioana Ghilerdea (Graffiti BBDO)
Account Manager: Cristian Gomoi (Graffiti BBDO)
Illustrator: Luca Ionescu (LikeMinded Studio)
Media placement: Outdoor - downtown Bucharest - 10.08.2009

Results and Effectiveness
The campaign brought 6200 people to the events and 130 competing riders. Alex, Cezar and Pavel (the three "posters") were so popular that they even got invited in a live show on national TV for a short "free" promo.

Creative Execution
We created the first human posters to skate the city. We got the best 3 Romanian riders and "tattooed" them with the Urban Fest 5 poster graphics and event info. They had their tricks with the city for 2 weeks, displaying the maddest posters to skate the streets of Bucharest.

Insights, Strategy & the Idea
Execute a poster campaign to promote Urban Fest 5­ Mountain Dew's annual extreme sports festival.