Mtn Dew had forgotten who their audience was. They'd been playing to the coasts for way too long. We realized that the heartland of America still loves their Dew - they were just being ignored. So, we spent a week in North Carolina and interviewed real people telling real stories of what makes them do (Dew). The results were compelling content, a renewed attention to true Dew fans, and hours of footage that we could chop up and put across every social channel.