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Mountain Dew

Issue 33 | December 2014

Background

Mountain Dew had had a relationship with skateboarders for over 12 years. Their philosophy was, 'To get to easy you have to go through hard'.

But this hard-to-reach and often cynical young audience would not be influenced by advertising alone. Perhaps the 10 hardest skateboarders in the country could get through to them?

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