Case Study: Mountain Dew Radio Spot
DEW BATTLE
Award: Cannes Bronze Lion (Sound Design)
In collaboration with BBDO and SYN MUSIC, Rok & Co. took on a unique and creative challenge: to create an immersive first-person shooter (FPS) gaming soundscape for Mountain Dew’s new radio spot, using only the word “Dew.” The result was an inventive and groundbreaking approach to sound design that earned a Cannes Bronze Lion and Gold in LIA Awards in the Radio & Audio category for Sound Design.
Mountain Dew, a popular beverage among gamers, wanted a radio ad that captured the dynamic and fast-paced energy of a FPS game. Every sound—whether it was gunfire, helicopters, radio chatter, or even heartbeats—had to be created using only variations of the word “Dew.” This concept perfectly aligned with Rok & Co.’s mission: pushing the boundaries of human voice and showcasing the limitless creativity and emotional connection it can achieve.
Our mission was clear, yet extremely ambitious: create a full FPS audio experience using nothing but human voice and one single word—“Dew.” From explosive sound effects to subtle environmental sounds like wind and footsteps, every aspect of the soundscape had to be distinct and impactful while maintaining the immersive, high-energy feel of a battle game.
This project required deep experimentation with vocal techniques. We had to think beyond traditional sound design, exploring how vocal performance alone could replicate the excitement and realism of gaming soundscapes. Despite the complexity, we achieved an authentic recreation of iconic game sounds, all without any artificial or non-human audio elements.
THE CREATIVE CHALLENGE
Concept Development: We started by deeply researching the world of first-person shooters to ensure the soundscape felt authentic and true to the gaming experience. Every sound effect, from radio static to explosions, was designed to evoke the intensity of gameplay.
Voice Techniques: Experimentation was key. Each sound required a different approach to manipulating the word “Dew.” Gunshots, helicopter blades, and explosions had their own unique vocal treatments, ensuring each was instantly recognizable while still creatively tied to the brand.
Collaboration: Working with SYN MUSIC, we pushed the boundaries of what the human voice could do in sound design. Every vocal element was crafted to feel as dynamic and immersive as possible, despite the simplicity of using only one word.
THE PROCESS
THE RESULTS
Cannes Bronze Lion in Sound Design
A first-of-its-kind soundscape for Mountain Dew, seamlessly blending creativity with brand identity.
Reinforced Mountain Dew’s connection to gaming culture through a memorable and innovative radio campaign.
BEHIND THE PROJECT
This project highlighted the powerful connection between human sound and audience engagement. In a time when AI and technology are dominating conversations around creativity, “Dew Battle” showcased the irreplaceable quality of the human voice in creating authentic, emotionally resonant experiences.