By Lora Neng
WWW.STREETGANGS.COM STAFF WRITER
March 9, 2012
Lil Wayne is showing a full commitment to his other passion of skateboarding by teaming up with Mountain Dew to get a skatepark built in his hometown of New Orleans. The beginning of their partnership was revealed through a street campaign posting ads across the landscape of New York City with the teaser word "DEWeezy" plastered on storefronts, concrete walls and billboards hanging off bridges.
GLU Agency, who produces the artwork and installations for the campaign, had approached the hip-hop star's management firm, The Blueprint Group, with the idea over a year ago. Cortez Bryant, a longtime friend of "Lil Tenuchi" at Blueprint, said that "by showing interest in Lil Wayne, both Mountain Dew and the Glu Agency showed us they were forward thinking and valued the impact that Lil Wayne's brand has had and will continue to have on global pop culture."
The momentum of the DEWeezy campaign will be riding on Lil Wayne's global touring presence, Mountain Dew's household name, and the BLU Agency's mastery of creative branding to break the conservative image of corporate America to build icons of "philanthropic and social responsibility."
Readers may keep up with the latest news of the initiative by following the #DEWeezy hashtag and look for further announcements in the upcoming South by Southwest festival in Austin, Texas.
Photo credit: Bowery Boogie