The Toronto International Film Festival is always about glitz and glamour and it was no different at Diet Coke‘s Stay Extraordinary Gala, held at The Hoxton on September 12. “Stay Extraordinary” is Diet Coke’s new campaign, first launched in the United States last year and has a more sophisticated and younger focus. This event marks its Canadian debut.
As the new Diet Coke look has a much more sophisticated and elegant vibe, why not hold a party during TIFF with an “Old Hollywood” theme? Featuring delicious hors d’oeuvres by Parts and Labour as well as Diet Coke-based cocktails named after notable movie stars of the 1950s and 1960s, stylish guests mingled and listened to a musical performance by Estelle. There were also projections of classic Hollywood movies, including one of my favourites, Roman Holiday. Despite the period theme of the party, there was definitely a liberal use of social media. Most of the guests were using their smartphones and a live Twitter feed of #dietcoketiff was seen on another wall.
Favourites of the event? Definitely the nibblies (especially the sliders) and the beads given to many of the guests by girls in silver dresses. What could be done better? Perhaps a bit more space to sit down would have been nice. An event with a “period” vibe would have felt more realistic with some seating, especially small tables with mini lamps closer to the stage. However, it was an amazing event nonetheless.
