Dew Berry Spark
To launch Mountain Dew’s zero-sugar Berry Spark, we threw out the playbook. The campaign channelled high-energy, Y2K chaos with a satirical, anti-advertising edge, deliberately rejecting polish in favour of raw, tongue-in-cheek anti–art direction that mirrored the messy reality of modern parenting. Aimed at millennial parents trying to keep pace with their Gen Alpha kids, the work leaned into self-awareness and absurdity, mocking traditional ad tropes while celebrating the unfiltered, unhinged energy of the Dew brand. The result? A campaign as wild, weird, and wired as the people it spoke to.
Agency: Vayner Media