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Mountain Dew (The Dew Tour) and event organizers partnered with the 2012 X-Games. Mountain Dew needed multiple 6 ft. standees at this event and placed at bars to compete directly with Red Bull. With the X-Games edgy demographic, the opportunity to use state-of-the-art printing materials allowed ink to printed over a very thin metal material. The client chose the movement of an asymmetrical die-cut of a snowboarder to capture this point of purchase.

 

Ultimately, two concepts were selected: one for brand recognition and one that clearly drives to the art of snowboarding. In many cases brand would come first but with the high visibility of this sport it was decided to move forward with the powerful imagery of the sport to grab its unique culture.