Diet Coke
”Love what you love”
OOH

CREATIVE CONCEPTION

A few years ago, I was asked to think about how we could develop a visual system of static assets that clearly articulates our campaign message – celebrating unapologetically confident individuals who embrace their full identity – and drive consideration for the brand.

I immediately thought about using the Diet Coke can as a framing device that draws attention to humanity. highlighting how unapologetic those who drink Diet Coke can be.

To pitch the idea to Coca-cola I asked a few friends to land me their hands and I shot some photographs portraying close ups with jewelry, tattoos, scars and other signs that helped narrate a story about who they are.

Our client absolutely loved the idea but Covid hit the world and the campaign paused.

Two years later, Coca-cola came back to Anomaly wanting to produce it. To me it was unbelievable that my idea had stuck in their mind so much that it’ll be finally made years later. I didn’t get a chance to work on the production of those since I was already busy on Meta but the team has done an incredible job at keeping the vision alive. Evolving the brand while keeping the core elements, this is a fresh, modern take.

Demonstrating confidence, individuality in a fresh memorable way and celebrating the unapologetic confident icons who live life on their own terms – with a diet coke in hand.

crediTS

Anomaly Los Angeles
Conception and Creative Direction:Benoit Ollive
Creative Direction: Patricia Ortiz

Production Creative:
Hannah Tutera, Caitlin Slack, Joaquin Salim, Erwin Federizo
Photographer: Amy Lombard
Stylist: Megan Parsons
Nails: Sonya Belakhlef & Olivia de Montagnac