DEWEEZY CAMPAIGN: MTN DEW + LITTLE WAYNE. Merging brand energy with cultural relevance
At a time when soda brands were battling for cultural mindshare, Mountain Dew made a bold move: partnering with Lil Wayne to co-create a campaign that would speak to creativity, individuality, and youth culture through a hip-hop lens.
The result was DEWeezy—a multi-year campaign that brought Mountain Dew deeper into music, skateboarding, and urban communities, all through the story and creative influence of one of pop culture’s most iconic figures.
I was part of the campaign team at Glu Agency, a boutique shop founded by music industry veteran Derek Jackson, where I worked alongside our co-founder and the agency’s head of marketing to help bring DEWeezy to life. My role focused on campaign project management, cross-functional coordination, and creative collaboration across the agency and its partners.
Role: Campaign Operations & Project Management, Creative Collaboration, Client & Partner Coordination
The Build
We launched with a national mural campaign, painting hand-done DEWeezy tags across key cities to spark early curiosity and social chatter.
From there, we released a series of webisodes that followed Wayne’s personal passion for skateboarding—a lesser-known side of his story. The content lived on YouTube and built momentum through creator collabs and fan engagement.
At its peak, DEWeezy aired a national 30-second commercial—highlighting Wayne’s evolution, his authenticity, and his personal message to fans: “Show us how you DEW.”
The Skatepark
To close out the campaign, we partnered with California Skateparks and Brad Pitt’s Make It Right Foundation to design and build the DEWeezy Skatepark in New Orleans’ Lower 9th Ward—an area still recovering from Hurricane Katrina. The park became a lasting space for youth and community, designed around creativity, freedom of expression, and the spirit of skating.
To bring that same energy to other audiences, we also built a mobile version of the skatepark, which we activated at SXSW. The experience gave fans a chance to interact with the DEWeezy brand in a hands-on way—blending skate culture, music, and social content into a high-visibility event moment.
The skatepark became more than a campaign endpoint—it became a symbol of the platform: a space to create, connect, and show how you DEW.
—CREDITS
Carried out while at GLU Agency