Mountain Dew and Doritos have launched a daring campaign in Iraq, aiming to stand out as bold icons that connect with unapologetic and adventurous Gen Z consumers in the country.
The campaign was put together by the creative team at Awkward Ads and BigFoot Films, which turned the vision into high-energy visuals. Nazly Abouseif directed the campaign, while Wael Alaa (Neobyrd) crafted the soundtrack. The campaign also featured local influencers Khalifa OG and Armando, some of the most renowned Iraqi rappers.
The campaign was rolled out across TV commercials, in-store branding, out-of-home billboards, as well as digital and social media platforms.
In an exclusive conversation with Campaign Middle East, Sony AbdelMohsen, Partner and Regional General Manager at Innovation Crew MENA, and a Founding Partner at Awkward Ads and 199X Digital, said, “This campaign was designed to captivate across every touchpoint. The TV commercials were high-energy and visually dynamic, embodying the campaign’s bold spirit. In-store branding was just as striking, with vibrant placemats, table tents, gondolas, and mesh displays, all crafted in Kurdish and Arabic to ensure cultural inclusivity.”
“Out-of-home billboards carried the mashup theme to the streets, strategically placed in high-traffic areas to maximise visibility. On digital platforms, the focus was on engaging Gen Z with interactive content that brought the mashup concept to life and encouraged participation. Every detail, down to the bundle box packaging, was bold and immersive, turning the product duo into a tangible brand experience that connected deeply with audiences in both Iraqi and Kurdish dialects,” AbdelMohsen added.
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The idea of the campaign was simple, but powerful: to position each brand as a force on its own, then fuse them into something unstoppable.
“The solution: Music was chosen as the vehicle to deliver this message,” AbdelMohsen explained. “Each brand got its own track that slapped on its own. But the magic happened when you played them together — the ultimate mashup. Two bold voices colliding in perfect harmony, just like the energy of Dew x Doritos.”
The visuals, directed by filmmaker Nazly Abouseif, transformed the campaign into a visual feast, complete with gritty urban landscapes to bursts of vibrant colour, capturing the raw energy and cultural beauty of Iraq.
Commenting on the power of influencer collaborations, AbdelMohsen said, “The collaboration with Khalifa OG and Armando brought unmatched cultural authenticity and credibility to the campaign. Both artists were fascinated by the music concept, as it was something entirely new to them and to the rap scene in general. Typically, collaborations between rappers lean towards rap battles, but this concept — a harmonious mashup—offered a fresh and exciting challenge.”
He added, “The influencers embraced the idea enthusiastically, blending their unique styles to create tracks that resonated deeply with Iraqi Gen Z. This synergy not only amplified the boldness of the campaign but also ensured it felt personal, relatable and groundbreaking, turning the music into an anthem for a daring and adventurous generation.”
The campaign also took a deep dive into the cultural fabric of Iraq, incorporating Iraqi and Kurdish dialects – designed to feel like it belongs to the audience it’s speaking to – a rare feat in regional brand storytelling.
CREDITS:
Client: Mountain Dew and Doritos
Creative agency: Awkward Ads
Production house: BigFoot Films
Director: Nazly Abouseif
Soundtrack: Wael Alaa (Neobyrd)
Influencers: Khalifa OG and Armando
