Mtn Dew Real Change Challenge 2022 x Call of Duty

Client

Mountain Dew

Year

2022 - 2023

Elements

Experiential Activation
Social Content (In-feed; Video; Stories)
Episodic Content
Award Gifting
Limited Merch Capsule

Superpowers & Skills

Creative Direction
Event Planning
Art Direction
Copywriting
Editing
Consulting

RCC Year 1 Key Visual

MOUNTAIN DEW COMMITS TO LEVELING THE PLAYING FIELD IN E-SPORTS WITH HALF A MILLION DOLLARS—THE BIGGEST CASH POOL IN THE HISTORY OF E-SPORTS— ALL FOR HBCU GAMERS

A staggering 80% of Black youths play video games, yet only 1 in 15 count as gamers or content creators in esports. MTN DEW came to us for a solution to address those disproportionate numbers.

We created the Mtn Dew Real Change Challenge, designed to level the esports playing field. The Real Change Challenge focuses on increasing Black representation by spotlighting HBCU student gamers and fueling their drive into the competitive world of esports.

In its second year, Mountain Dew continues to make good on its commitment to empower the next generation of Black gamers with the Real Change Opportunity Fund. We upped the ante, teaming up with MTN DEW, Call of Duty, Twitch, and HBCUSports to launch the Real Challenge tournament for HBCU students. The competition featured the largest prize pool in HBCU Esports to date. Every student participant was ensured a piece of MTN DEW’s $500,000 prize pool.

#MTNDEWREALCHANGE  HBCU Game Controller

Program Overview

WHAT?

MTN DEW is building on their commitment to invest in the Black community by bridging the gap between entrepreneurship and gaming.

WHY?

Esports is a multi billion dollar industry, however, despite nearly 80% of Black youth being gamers, there is only 6.6% representation within the space.

HOW?

Now in it’s second year, the Real Change Challenge’s overall goal is to empower the next generation of Black gamers and level the playing field.

...And the Results Are In!

Twitch livestreams of the Real Change Challenge generated 9.1MM total minutes watched with an average of 1.3MM per stream. Our custom docuseries spotlighting players in the tournament saw 1.1MM custom content views across YouTube and social media with 9.5MM custom content impressions. Awareness and conversation around #MTNDEWREALCHANGE had 251MM PR impressions, 1.23B social reach, 100% POS/NEU sentiment, and 87.5% of PR articles led with or featured the brand story.

Twitch

9.1MM minutes watched
1.33MM average

Docuseries

1.1MM views
9.5MM impressions

Press

251MM PR impressions
1.23B social reach
87.5% PR features

Sentiment

100% POS/NEU

RCC_2 Ticker

And if It Doesn't Look As Good As It Feels, We've Failed. And We Ain't Losers...

Since we’re leveling the playing field, we focused on the notion of changing the landscaps of gaming.

We broke the landscape down into its most fundamental elements: lines, grids, pixels, and wireframes.

We leverages an energetic, neon green color scheme to celebrate the partnership between Mtn Dew and Call of Duty.

We utilized subtle gaming cues in our design including hashmarks, crosshairs, laser lines, and overlays to make if feel true.

Our typography was big, bold, and badass

Photography was hyper-stylized with color overlays and our graphic elements framing black and white imagery.

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Primary Font

American Captain 1 Regular

Primary RCC Font

Secondary Font

Auger Mono Bold

Secondary RCC Font
RCC 2 Event Space
Event Signage

We designed all event signage and graphics including banners, flags, floor clings, stage runners, streamers, step and repeats, signs, and more making it very easy for players and fans to know exactly where they were going and just how to get there.

Mtn Dew x Support Black Colleges Merch Capsule

Limited Edition capsule collection featuring t-shirts, hoodies, hats, gamer pads, charging stations, and a Winner's Letterman Jacket + Trophy and badges for the Winning team!

RCC Mtn Dew x SBC Varsity Jacket
RCC Webpage_2
RCC Y2 Winners
RCC 2 this way sign

Superheroes & Supersheroes

Creative Director: Wisdom Sewell
ACD Design: Sam Baliga
Sr. Copywriter: Kenneth Dalrymple
Social Manager: Sophia Howling
Designer: India Islam

Mtn Dew RCC ’22

Guided by my Creative Direction, event planning expertise, and cultural insight, MTN DEW’s Real Change Challenge continues to make good on its commitment to level the playing field for Black gamers in esports.

Wisdom Sewell™

As a creative virtuoso and AI polymath, I’ve transformed Fortune 500 titans, redefined cultural relevance, and propelled A-list stars to new heights. Let’s write your success story, now!

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