Diet Coke Retweets of Love

“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.