It seems to be over before it got started. Back in March, Lil Wayne unveiled a joint campaign he made with PepsiCo’s Mountain Dew. It was a multi-million dollar deal called the “DeWeezy Project” that the rapper announced at SXSW. And while the terms of the agreement were not revealed, it was said to be Mountain Dew’s biggest celebrity deal to date, Forbes reported.
Now, Lil Wayne is marking the end of the project with the new commercial for Mountain Dew. That clip is below.
Haven’t heard of the DeWeezy Project? When it was first announced, there seemed to be major plans, such as a possible feature film for Weezy, Forbes stated. It doesn’t look like all of the project’s goals were met.
One achievement the project did accomplish is a new skatepark in New Orleans’ Lower 9th Ward Village, which was devastated by Hurricane Katrina in 2005.
Lil Wayne was there for the unveiling in September. We’ve also got a clip of that below. According to a press release, the skatepark was designed and built by renowned skatepark developer California Skateparks and landscape architect Tim Duggan, of Brad Pitt’s Make It Right Foundation, under the direction of GLU Agency. The eco-friendly skatepark was designed to mirror the landscape of the Lower Ninth Ward.
“The main floor of the indoor park represents a portion of the street grid around The Village, with a line down the center representing Caffin Avenue. Connecting bank and quarter pipe end pieces at either end of the park represent the Mississippi River and the Bayou Bienvenue,” notes the press release.
The DeWeezy Project wasn’t just a skatepark. Through the project, Mountain Dew has also partnered with Stoked, an organization that promotes personal development, academic achievement and healthy living to under-served youth via action sports.
For the final phase of the project, Weezy reached out to teens. According to TargetMarketNews, “In collaboration with the action sports youth development agency Stoked, the program enlisted 10 teens from the NYC area to work with brand and industry executives… to co-create a :30 second television commercial. Through www.deweezy.com, fans were able to follow the teens’ journey and vote for their favorite concepts and final cuts.”
Although the project is over, there wasn’t much media coverage or even word on just how involved Lil Wayne was and how many kids participated. With the good it looks to be doing, we’re hoping it was more than just a short-lived publicity stunt.