“Retweets of Love" is a campaign championing fans who share their unwavering love for the great taste of Diet Coke on Twitter. But instead of simply clicking a button, we decided to return the love in a major way, by surprising fans with artful retweets of their original tweets in the real world. In the end, we transformed the retweet from a thoughtless online action into an entire integrated platform full of craft at every step.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.