While working on concepts for Coca-Cola, I developed a campaign centred on the idea of desire and observation in everyday life. My original concept featured office workers distracted by an attractive woman enjoying a can of Diet Coke on the quayside in Poole, Dorset—a playful take on the advertising conventions of the time. Alongside the campaign, I also created the 'Thirsty!' concept and its original logo treatment.

Neither proposal was taken forward in its original form. However, it was interesting to later see Diet Coke launch its now-iconic television commercials that reversed the perspective, with women admiring construction workers, while 'Thirsty!' went on to become a familiar part of Coca-Cola's global vending machine branding.

Whether by coincidence or through the natural evolution of ideas within a large organisation, it's rewarding to look back at work that explored similar creative territory years before those campaigns became part of popular culture.