MTN DEW is the newish sponsor of the NBA 3-point contest that takes place during NBA All-Star weekend. They needed a way to promote their sponsorship digitally; what a better way to enlist the efforts of Cream E. Biggums played by the incomparable Spice Adams. Because Covid is still limiting production, we found a way to create a spot that leaned on footage from last year’s NBA All-Star game to tell a new story from Cream E’s perspective. The video earned over 100k organic impressions in just a few hours across the brand’s Instagram and YouTube channels and Spices’ Instagram feed.
