The Diet Coke team stole the spotlight from their older brother, Coca-Cola, for the Stonewall 50 – WorldPride NYC in June 2019. Hailed as the largest LBGQT event in the history of the world, the Pride March was attended by over five million people in NYC alone. 12 hours of active participation by the crowd and event participants made the Pride March a historical memory. For Diet Coke, this was the largest opportunity on the main to articulate a meaningful message dear to their organization's mission. Diet Coke removed the labels from their cans so event attendees could have a conversation about their "labels." The event was coined "Unlabeled" and marked the first time Coke has given away products save the label. 

This project was completed with Dedica Group: an Agency of Record for The Coca-Cola Company. 

Team
Todd Payton Leach
Tyler Mintz
Ben Bolton
Najah A. Rahmaan
Deirdra Kearns
The Coca-Cola Company
The Diet Coke Team

Our Role
Experience Design
Graphic Design
Art Direction
Apparel Design
Package Design
Creative Direction
Event Production
Video & Editing
Photography
Digital & Social