The Philippines is the mobile and social media capital of the world. With a strong online gaming community. Having grown up digital, these gamers are used to everything being an immersive experience.

So Mountain Dew made even the most static of mediums something that could be gamed.

We created a print ad that could only be engaged with on a social media platform – with a QR code leading magazine readers to a playable GIF version on Facebook.

Free Facebook data packages are available across the Philippines. And smartphones are widely and cheaply available. This made the playable print ad something that every reader could get into.

And the GIF game’s degree of difficulty kept people into it. Playing it with their smartphones in their hands, and their no-longer-so-analog magazines open right in front of them.