Baghdad-based creative agency Awkward Ads has partnered with Mountain Dew and Doritos to launch a daring new campaign aimed at capturing the adventurous spirit of Gen Z in Iraq.
Awkward Ads was tasked with creating a campaign as bold as the brands it represents. The agency rose to the challenge by developing an innovative campaign that matched the daring spirit of its client brands, breaking conventional boundaries in the process.
The concept, rooted in the brands’ dual identities, is a musical and visual masterpiece.
Khalifa OG and Armando, two of Iraq’s most influential rappers, took on the challenge of crafting tracks that captured the individual energy of Mountain Dew’s dynamism and Doritos’ daring edge. But the real magic happens when their tracks collide, transformed into a seamless mashup by Wael Alaa aka Neobyrd.
“This campaign isn’t just bold – it’s groundbreaking. The artists bring deep cultural insights that make the tracks hit home,” shared Omar Radwan, Executive Creative Director. “It is their authenticity that turned the music into something truly relatable, something that felt like it was made for them.”
The visuals, directed by visionary filmmaker Nazly Abouseif, transform the campaign into a feast for the senses. From gritty urban landscapes to bursts of vibrant color, each frame captures the raw energy and cultural richness of Iraq. The interplay of chaos and beauty reflects the audacious spirit of both brands.
“Nazly gave the campaign its soul,” said Amira Soliman, Business Unit Director at Awkward Ads. “Every shot is packed with meaning, from bold contrasts to unexpected juxtapositions, ensuring the imagery lingers long after the campaign ends.”
But it’s not just about sound and imagery. This campaign dives deep into the cultural fabric of Iraq. Incorporating Iraqi and Kurdish dialects, it’s designed to feel like it belongs to the audience it’s speaking to – a rare and powerful feat in brand storytelling. The Arabic tagline reads, "A daring never-seen-before mix'.
The campaign’s dynamic soundscape, crafted by Wael, brought all the visuals and soundtracks together to create a cohesive, immersive experience. The music’s intricate layering served as the emotional core of the entire campaign.
“Wael’s work ensured the campaign’s music became its heartbeat,” said Radwan. “He brought a depth to the mashup that captured the bold energy of Mountain Dew and Doritos and elevated it into something truly unforgettable.”
