This campaign wanted to essentially bring Mountain Dew into the world of gaming and allow the consumer to use Mountain Dew as a form of currency to play an in-store game and win data, airtime or other similar prizes. The campaign line "Dream it, Dew it" speaks to the idea that anybody can achieve their dreams. The design of the cans tries to emulate this with one side showcasing somebody in their day-to-day job, the other side shows who they could become - eg. a telecom salesman/DJ