Diet Coke - 33rd Retweet (Retweets of Love)
Production : Tool of North America
Agency : Droga5 NY
Fabrication : Cigar Box Studios
This Experiential Sculpture was created to show Twitter user - @ems122 a little love from Diet Coke. Constructed in her home town of Alexandria, Virginia, this 90ft long installation was a fully analog creation, using only basic materials like aluminum, wood, paint and gearing for the movement. And not to forget, we used thousands of recycled Diet Coke cans and bottles as well to make this one-of-a-kind idea to come to life.
Our team was challenged to come up with a way where we could create her tweet in a large format, using not only typography, but the Diet Coke Product itself. The work was fully interactive, with different elements requiring using participation to activate the movement. This Rube Golberg-esque creation was a ton of fun for folks to play with, as well as a super unique way to receive a free Diet Coke for their participation.
Overall a wonderful project and so many talented folks came together to make it happen in such a short time. Thank you Tool, Droga, and Cigar box for really helping bring this to life.
^^ EXTENDED CUT - SHOWING MORE SETUP AND INTERACTION ^^