The Idea

Mitchum is an antiperspirant that keeps you dry. In fact, Mitchum only does dry, seriously dry. So when we were briefed to create a campaign for Mitchum, we decided to launch an attack on wetness. We called it, Drymageddon.

We created an arcade-style flying game on Google Maps, where people could destroy real pools around South Africa, with an arsenal of aircraft and weaponry. The more they destroyed, the greater their chance of winning a trip to the driest place on earth – the Tierra Atacama desert.

Game Play

Mitchum’s Drymageddon challenged people to navigate Google Maps in a variety of aircraft, destroying swimming pools.

People could choose their aircraft, each of which came with its own arsenal. As a person increased their score, they unlocked faster aircrafts with better weaponry.

Navigating the game was easy. Using a crosshair, a person could target a pool, click to destroy, and their chosen aircraft would fly in and drop their chosen weapon. Each bomb dropped left a smoking crater behind in Google Maps, which other players could see.


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& Technology

We integrated Google Maps with an arcade-style flying game to create a seamless gaming experience.

Our main challenge was loading times and memory within the browser. We used the Google Maps API to make each click on the map into a crater. The craters then clustered as you zoomed out to create a single larger crater. Doing this reduced the amount of clusters that needed to be loaded, using less memory.

The more people played the more craters that needed to be displayed. This could have resulted in a crater overload issue. We cleverly restricted the zoom level to 15. Showing a smaller area meant less craters needed to be loaded, which allowed the game to function throughout the campaign period.

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Device Adaptation

We developed a desktop and mobile version of Drymageddon available on iPhone and Android devices. All had exactly the same functionality as the browser-based version.

   Device Adaptation


The game could be shared on Facebook and Twitter. Each share showed that a player had joined Drymageddon and recruited others to join in the destruction.




We continued our onslaught in stores and developed in-store posters, promotional units and on-pack stickers.


We made a TV ad to recruit people to Drymageddon.

Play TVC

The Results

In 2 short weeks, over 30 000 pools have already been destroyed (2 September to 15 September). People have spent an average of over 18 minutes playing the game. The pool riddled suburb of Northcliff has ceased to exist.
With the campaign set to end in December, who knows how much more Drymageddon carnage is still to come. And overall, we’ve proved that Mitchum only does dry. Seriously dry.