Leo Burnett Sydney (AUSTRALIA)
|Coca-Cola: "Small World Machines"||48-01983-INC|
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
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.