Diet Coke

because I can campaign

[unlabeled] campaign

From “what your mom drinks” to the go-to choice for young go-getters. Our approach was a balance of creating memorable experiences during everyday and key cultural moments while also getting cans in hands. To kick off 2019, we came to the young go-getters… on their college campuses. Using modular wall structures and seating cubes, we transformed our footprint throughout the day giving consumers a place to hang out and explore.

Later in 2019, Diet Coke took their labels off their cans to spark an ongoing, authentic and unapologetic conversation about the labels that surround us. We created a blank conversation canvas for self expression where people were able to share their experiences with labels (both given and self imposed, positive and negative) while visually aggregating the captured data. Areas of focus included activation concepting, structural design, spacial planning, modular display design and graphic art direction.

Role: Art Director

Creative Direction: Ariel Zuckerman

Supporting Art Directors: Zuly Beltre and Jack Bridson

Photography: Zuly Beltre

Location: Nation-Wide

Agency: CSM (2018-2019)