2013 Results

CAT 48 - Integrated Campaigns (INC)


Leo Burnett Sydney (AUSTRALIA)

Coca-Cola: "Small World Machines"48-01983-INC

URL: http://www.thanksforclicking.com.au/smallworld_outdoor

Agency (& City): Leo Burnett Sydney/Chicago

Creative Director(s): 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

Designers: Omari Miller, John-Henry Pajak

Account Director: Katie Nikolaus

2nd Unit Director: Angus Forbes

Production/Technology Company: The Super Group/Atlanta

Producer: Stephen Clark

Director - Creative Technology: Chad Mirshak

Creative Technologists: Brendan Crich, Scott North

Executive Director of Production: Vincent Geraghty

Chief Creative Officer: Andy DiLallo

Global Chief Creative Officer: Mark Tutssel

Short explanation

The task was to bring to life Coca-Cola’s new ‘Crazy for Good’ strategy in an optimistic and powerful way. Reinforcing Coca-Cola’s values and proving that what unites us is stronger than what sets us apart us.

To do this Coca-Cola put themselves between two nations who have been in conflict for over 60 years: India and Pakistan.

It then connected them with a live communication portal like no other: Small World Machines.

Over 3 days, the machines allowed Indians and Pakistanis to share an all too rare moment of happiness.

Each machine is equipped with body length touchscreens invented for the campaign.

Allowing for the projection of an image on the screen, while filming a subject standing before it, they are the first screens ever to allow eye-to-eye contact and physical interaction.

A flash animated interface prompted the sharing of messages of peace, love and happiness. Each participant was rewarded with a bespoke can of Coca-Cola bearing the languages of the 2 countries.


The campaign was launched with an online teaser video, letting people know that something great was about to happen in India and Pakistan.

Print and social media advertised the event.