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In September 2011 Diet Coke launched its “Stay Extraordinary” campaign during the world-renowned Toronto International Film Festival, the second largest in the world. Attracting an audience of film enthusiasts, Diet Coke hosted a Hollywood-themed party at the Hoxton. Leading field marketing agency Mosaic approached mixMotion to create custom visuals that played to a young and sophisticated audience.

The glamorous event featured a large-scale video projection over the building’s entranceway as well as projections on the stage inside. The challenge was to present the Diet Coke logo and bottle with the ‘Hollywood’ imagery of yesteryear in an aesthetically consistent way. mixMotion’s solution was to use Diet Coke’s colour palette and incorporate it with the glitzy stars of the silverscreen era. With the red Coke label remaining at the top of the screen, vintage black and white imagery shifted and blended with the Diet Coke logo while famous faces merged with Diet Coke’s iconic bottle-shape, creating subtle and elegant videos for both the interior and exterior of the premises.

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Diet Coke offered sample bottles to guests waiting in line at film venues as well as within press and VIP lounges. The brand also held contests on Diet Coke’s Twitter in which participants tweeted to win tickets to TIFF films and gala events. Consumers were rewarded with 102 Diet Coke TIFF prize packs containing tickets to screenings or tickets to its Exclusive Diet Coke Stay Extraordinary Gala event held on Sept. 12 with performing artist Estelle.

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