My role: Creative Director
Agency: UM Worldwide
The Brief
Create a multi-channel campaign that celebrates unapologetic people living their lives.
Brand Belief
Diet Coke believes that the “shoulds” can’t get in the way of living a full life.
Idea
Establish Diet Coke as the boost to unapologetically live your life. Bring the brand belief to life through the stories of people who embody it. And create a genuine connection with consumers through these shared values.
Diet Coke and Pride Media Partnership
Diet Coke partner with Pride Media to tell the personal stories of authentic influential personalities in lgbtqa+ community who embody the Diet Coke brand spirit.
Nyle DiMarco, Jacob Tobia and MJ Rodriguez are unapologetically living their lives – breaking barriers is part of their personal journey. They are far confident in who they are. They are awesome and inspiring. Their energy and confidence is palpable and contagious. because nothing feels better than discovering who you are and owning it. They are total badasses. full stop.
ABOUT THE TALENT
Nyle DiMarco
He does not consider himself disabled by deafness and sees his media profile as an opportunity to bring visibility to deaf culture. Nyle has not let his deafness stop him in any way. As an activist for deaf culture, he frequently works with the United Nations to bring awareness to deaf culture.
Jacob Tobia
Jacob broke down barriers and defied labels, becoming both an advocate for the community and a bit of a fashion icon along the way, known for the unapologetic freeness in what they wear. Jacob works with queer and trans youth, helping others embrace the full complexity of gender and own their truth, “even when that truth is messy as hell.”
MJ Rodriguez
MJ is an outspoken advocate for trans inclusiveness. She has a history not much different from her character on POSE: she overcame many obstacles, including coming out, transitioning in 2016 and no longer taking on male roles, to get to where she is.
Director
Luke Gilford
Campaign Elements
STATIC IMAGERY: 15 images total
• Three (3) “Portrait” images per talent
• Two (2) “Behind-the-scenes” Images per talent
BRANDED VIDEO: 10 assets total
• One (1) 0:15-second video – showcasing campaign overview, all talent will be represented.
• Three (3) 1:00-minute Talent Profile videos – one for each talent.
• Three (3) 0:30-second Talent Profile cut-down videos – one for each talent.
• Three (3) 0:15-second Social Media cut-down videos – one for each talent.
BRANDED EDITORIAL
• Three (3) 250-word branded editorial features: talent [unlabeled] profiles.
• Landing Page housing all the content HERE
PLATFORMS
• The Advocate
• Out Magazine
• Pride.com