Monumental age,
Monumental stage

Our target demographic, Gen X, comes equipped with an unapologetic attitude born from knowing who they are and what they're passionate about. Having grown up alongside this generation, Diet Coke has often been the restorative break to both renew vigor and treat themselves.

So, as we neared our 40th birthday, such a monumental moment in our life, we knew we needed the grandest of stages to celebrate with our loyal fans. That’s why we brought that uplifting boost from our can to the people—of New York City—via the illustrious Coca-Cola Times Square digital billboard.

Using the strong vertical nature of their display, we broke through the noise with the recreation of a ubiquitous social media experience—the social media birthday photoshoot. A series of anthropomorphized cans(each a design from a past decade) pose for the photographer amidst the requisite metallic number balloons. Combined with constantly shifting neon-hued backgrounds, the end result is a nod to 80s and 90s nostalgia while feeling surprisingly current. With nonstop movement, flashes to white, and a wave of “likes” transitioning to a stark and minimalist end frame—even the most hardened Times Square regular can’t help but sneak a peek.