Capturing the relentless love our modern, confident Diet Coke drinkers have for Diet Coke, a well-dressed, sophisticated woman leaps in the air towards her object of overwhelming desire – a Diet Coke bottle with a unique design – and catches it.

As the main storytelling vehicle, we created three spots that are simple, abstract reflections of the lengths fans will go to get their hands on a Diet Coke, which now comes in millions of unique designs. In them, a well-dressed woman leaps in the air to grab her one-of-a-kind IT’S MINE bottle traveling through space. Filmed in black and white and set against a white background, the spots only feature the bottle in color, as it represents our heroine’s source of brightness.

The spots are set to Queen’s classic "I Want It All," – an anthem for those who unapologetically go after the things what they want in life, including Diet Coke. Powerfully sung by rising star Andra Day, the magnetic cover complements the slow motion visuals and builds to a climactic ending.

Running from Feb. 1 – April 30, the national campaign also featured OOH, print, events, influencers, digital and social.

a. Reach

b. Engagement

c. Impact