Mountaindew x Honour of Kings
1. Film & Branded Content Kancils [1.1a Film (Broadcast & Cinema): Single]
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case film
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Links:
https://www.youtube.com/watch?v=CxtV6UtVHMA
Product/Service:
Mountain Dew and Honour of Kings
Client:
Etika Sdn Bhd
Brief:
The brief was to authentically connect Mountain Dew with the highly competitive Honour of Kings gaming community, driving participation in the Dew Challenge tournament and its RM 500,000 prize pool. The core challenge was to position Mountain Dew not just as a drink for gamers, but as an essential "power-up" that directly enhances their gameplay and provides a tangible path to winning real-world rewards. We needed to create a direct and compelling link between product consumption and victory.
Solution:
Our solution was a narrative film that positions Mountain Dew as the ultimate "power-up." The story follows a struggling gamer who is given a bottle of Dew by his in-game Honour of Kings characters. After drinking it, he finds the focus to win his match, which magically transports him from his bedroom into the real-life finals of the Dew Challenge tournament. This execution creates a powerful and aspirational link between the product and success, directly encouraging audiences to drink Mountain Dew to collect "Dew Points" and stand a chance to win from the RM 500,000 cash prize.
