DIET COKE [UNLABELED]
For the first time ever, Diet Coke removed its labels from a select run of cans to symbolize the first chapter of [unlabeled], a multi-year platform designed to spark an ongoing, authentic and unapologetic conversation about the labels that surround us. The [unlabeled] initiative began a conversation about labels, not only serving as a testing opportunity but a champion for individuality and a platform for self-expression and self-celebration. At LA Pride, WorldPride, Girlboss Rally, ESSENCE Fest and San Diego Pride, we started the conversation around [unlabeled] by giving people a multi-faceted platform of art and expression. People were able to share their experiences with labels (both given and self-imposed) and how labels have impacted their lives. In keeping with the celebratory atmosphere at each event, conversations were often grounded in the power we give ourselves when we self-identify and don’t adhere to preconceived societal norms or someone else’s perception. The conversation space was designed to add an interactive layer to data capture in the wild. What made it so special were the unique mechanisms and steps taken to ensure
open and honest conversations happened around [unlabeled] while being able to aggregate the data captured.
WORLD PRIDE - New York, New York 2019
Creative Direction: Ariel Zuckerman | Art Direction: Zuly Beltre & Gina Moyer
we're removing our labels to start a conversation about yours. more at https://www.dietcoke.com/unlabeled/