Agency Golin aims to empower consumers' side projects
It’s no secret that many people have a side hustle but keeping up with them can be a challenge – but that’s where MTN DEW and this new campaign by Golin comes in.
The brand has launched its DEW Time Off campaign today, which features Kevin Hart surprising fans by doing their day jobs.
D.T.O. is about empowering do-ers everywhere to do more of what they love by removing barriers that get in the way of pursuing their passions. To introduce D.T.O., MTN DEW enlisted the help of some famous friends, starting off with Hart, and, over the next month, All-Star NBA and racing talent. They each stepped in to give some passionate doers time off from their jobs to get out and do what they love.
DEW sent Hart to a Philadelphia gym where he gave Daniel Jackson a hand with his day job, giving him more time to do what he loves. This is the first of three instructional videos about how D.T.O. can work. Stay tuned over the next month for the other installments. Director Rob 'Whitey' McConnaughy of JOJX helmed the films.
If you have a yearning for D.T.O., DEW wants to help. Head to Instagram or Twitter to tell MTN DEW how you would spend your D.T.O. Tag @MountainDew and #DTOSweepstakes for a chance to win $1,000 towards your passion.