LONDON, UK – BBDO Guerrero’s acclaimed radio and audio campaign, “Play The Dew,” for PepsiCo Philippines, has been shortlisted in the Radio & Audio category at the 2025 D&AD Awards. Both “Play The Dew: Fighter” and “Play The Dew: Battle” are shortlisted under the Commercials 30 Seconds & Under subcategory.
“While brands often go to extreme lengths and spend billions to put their name in gaming, not many can claim to have been part of every video game since the beginning—except Mountain Dew. When gaming becomes more intense, gamers verbalize their own sound effects and one of the most common sounds used is ‘DEW!’ — Mountain Dew’s global nickname,” the entries’ description read.
“Play The Dew: Battle” is an action-packed radio ad that simulates a First-Person Shooter (FPS) game scenario where ALL sound effects (from the weapons and explosions to the heartbeats and footsteps) are replaced with voice recordings of the word “DEW.”
“Play The Dew: Fighter” is an action-packed radio ad that simulates a Versus Fighting game scenario where ALL sound effects (from the flight sequence to the gaming UI) are replaced with voice recordings of the word “DEW.”
BBDO Guerrero’s “Play The Dew: Battle” and “Play The Dew: Fighter” are the only Philippine entries included in the first round of shortlists for the 2025 D&AD Awards — covering just a selection of categories, with the second round still to come.
Key Dates
The D&AD Awards judging will take place from May 18 to 21, 2025, culminating in the announcement of the shortlists for all categories on May 20 and 21, 2025. Following this, the D&AD Festival will be held from May 21 to 22, 2025 at the Southbank Centre, London. Featuring keynote talks, judges’ insight sessions, networking events, and an exhibition celebrating the best in creativity. The awards ceremony will take place on May 22, 2025 where the coveted Pencils will be presented in person, marking the grand finale of this prestigious creative celebration.
About D&AD
D&AD exists to stimulate, enable, and award creative excellence in design and advertising, serving as one of the world’s most prestigious benchmarks for commercial creativity. The D&AD Pencil symbolizes rigor and integrity, embodying everything required to produce the very best creative work.
Since 1962, the D&AD Pencil has represented the very best in design and advertising. Winning a Pencil remains the pinnacle of many careers and the work it celebrates inspires others to study, debate, copy and reference its excellence, as the industry’s finest and most historic of treasures.
The D&AD Awards feature a hierarchy of recognition levels that celebrate varying degrees of creative excellence. The Shortlist acknowledges work that demonstrates merit and is worthy of recognition, placing it among the top entries in all categories. The Wood Pencil honors the best work of the year across advertising, design, craft, culture, and impact. Rising above the Wood Pencil, the Graphite Pencil is awarded to stand-out work considered for the prestigious Yellow Pencil. The Yellow Pencil represents the iconic symbol of true creative excellence, reserved for outstanding work that sets a high standard in the industry. At the pinnacle is the Black Pencil, the ultimate creative accolade, given only to groundbreaking work, with only a handful — if any — awarded each year.
adobo Magazine is an official media partner of the D&AD Awards 2025.
