Coca-Cola seems to do some of the most creative advertising campaigns I’ve ever seen. What makes it even more rewarding is that it’s all about spreading happiness.
Their latest campaign, “Small World Machines”, provided a live communications portal between people in India and Pakistan and showed that what unites us is stronger than what sets us apart. The key to engaging with each other through the machines was simple: people in India and Pakistan could complete a task, like touching hands, drawing peace, love, and happiness symbols — together.
Coca-Cola partnered with Leo Burnett to produce this inspiring film and campaign that shows that what unites us is stronger than what sets us apart. They set up the two vending machines in two popular shopping malls in Lahore, Pakistan and New Delhi, India â€“ two cities separated by only 325 miles, but seemingly worlds apart due to decades of political tension.
The campaign was meant to help bring together two strangers to share a moment and break the borders. Coke and Leo Burnett used first-of-its-kind 3D touchscreen technology to project a streaming video feed onto the vending machine screen while simultaneously filming through the unit to capture a live emotional exchange. People from both countries and various walks of life were encouraged to complete a friendly task together â€“ wave, touch hands, draw a peace sign or dance â€“ before sharing aÂ Coca-Cola.
Crews filmed through the night, capturing more than 100 interactions between people of all ages and from all walks of life. None of the people featured in the film are actors, and their reactions are completely natural.
â€œThe people of Pakistan and India share a lot of common passions and interests â€“ from food and Bollywood movies, to Coke Studio music, to cricket,â€ said Saad Pall, Cokeâ€™s assistant brand manager in Pakistan. â€œWhat this project did was connect people who are not exposed to each other on a daily basis, enabling the common man in Lahore to see and interact with the common man in Delhi. Itâ€™s a small step we hope will signal whatâ€™s possible.
The film features tender encounters, such as a young girl in Delhi touching hands with an older woman on the Pakistani side, as well as more spirited interactions including an impromptu dance-off between two men in their 60s that went on for several minutes.
â€œWe couldnâ€™t get them to stop,â€ Pall said. â€œAnd when they finally did, they were both out of breath.â€
At the end of the nearly 10-hour shoot, both audiences cranked up the music, danced and waved goodbye to their new-found friends across the border. The crews behind the camera joined in, too, including theÂ Coca-ColaÂ teams from Pakistan and India.
Read more atÂ Coca-Cola.
CLIENT/AD OR CAMPAIGN: The Coca-Cola Company
AGENCY: Leo Burnett Chicago & Sydney
GLOBAL CHIEF CREATIVE OFFICER: Mark Tutssel
CHIEF CREATIVE OFFICER: Andy DiLallo
EXECUTIVE CREATIVE DIRECTORS: Dave Loew, Jon Wyville
CREATIVE DIRECTORS: Grant McAloon, Vince Lagana
ART DIRECTOR: Justin Carew
COPYWRITER: Iggy Rodriguez
DESIGNERS: Omari Miller, John-Henry Pajak, David Mugford
DIRECTOR – CREATIVE TECHNOLOGY: Chad Mirshak
CREATIVE TECHNOLOGISTS: Brendan Crich, Keong Seet, Scott North
EXECUTIVE DIRECTOR OF PRODUCTION: Vincent Geraghty
DIRECTOR OF PRODUCTION OPERATIONS: Michael Shanahan, Amir Mireskandari
EXECUTIVE PRODUCER: Adrian Gunadi
PRODUCER: Stephen Clark, Michelle Browne
EXECUTIVE STRATEGY DIRECTOR: Wells Davis
STRATEGY DIRECTOR: Olivier Tse
EXECUTIVE ACCOUNT DIRECTOR: Bob Raidt
ACCOUNT SUPERVISOR: Katie Nikolaus
DIRECTOR: Patrick Fileti
DOP: Patrick Fileti
EDITOR: Patrick Fileti
2ND UNIT DIRECTOR: Angus Forbes
2ND UNIT DOP: Angus Forbes
TECHNOLOGY PARTNER/COMPANY: The Super Group
PRODUCTION COMPANY: Highlight Films
MUSIC COMPANY: Song Zu