Leo Burnett Sydney (AUSTRALIA)
|Coca-Cola: "Small World Machines"||21-02211-DM|
Agency (& City): Leo Burnett Sydney/Chicago
Creative Director(s): Andy DiLallo/Vince Lagana/Grant McAloon/Dave Loew/Jon Wyville/Sebastian Garin
Copywriter(s): Iggy Rodriguez
Art Director(s): Justin Carew
Production Company (& City): Highlight Films, India
Film Director(s): Patrick Fileti
Agency Producer(s): Adrian Gunadi
Production/Technology Company: The Super Group/Atlanta
2nd Unit Director: Angus Forbes
Account Director: Katie Nikolaus
Designers: Omari Miller/John-Henry Pajak
Director - Creative Technology: Chat Mirshak
Creative Technologists: Brendan Crich/Scott North
Executive Director of Production: Vincent Geraghty
Producer: Stephen Clark
Chief Creative Officer: Andy DiLallo
Global Chief Creative Officer: Mark Tutssel
1. The task was to bring to life Coca-Cola’s new ‘Crazy for Good’ strategy in an optimistic and powerful way.
The insight was that a moment of happiness has the power to bring the world closer together.
So we set about bringing that moment to two groups who would normally never connect but who were familiar with the values of Coca-Cola - India and Pakistan.
A 3 day direct response event encouraged them to step forward let them interact like never before.
In doing this we built brand love and proved a core belief of the Coca-Cola brand: what unites people is stronger than what sets them apart.
2. At the heart of the campaign lay 2 purpose built Coca-Cola machines equipped with world-first technologies that opened a portal between India and Pakistan.
Over 3 days, hundreds used th eSmall World Machines for the first time.
Each has a full body touchscreen, invented for the campaign, that allows eye to eye contact and physical interaction.
To use the machines, participants had to actively engage with each other, sending messages of peace, love and happiness. Each was rewarded with a can featuring the languages of the 2 nations.
3. Small World Machines are a highly visible and tangible realisation of Coca-Cola’s values, compelling consumers to get actively involved with the brand in a way that had never been done before.
They are purpose built to encourage interaction and break down borders, spreading Coke’s message of optimism and happiness.