| Title | SMALL WORLD MACHINES |
| Brand | COCA-COLA |
| Product / Service | COCA-COLA |
| Category | A04. Ambient/Alternative Media |
| Entrant | LEO BURNETT SYDNEY, AUSTRALIA |
| Entrant Company | LEO BURNETT SYDNEY, AUSTRALIA |
| Advertising Agency | LEO BURNETT SYDNEY, AUSTRALIA |
| Advertising Agency 2 | LEO BURNETT CHICAGO, USA |
| Name | Company | Position |
|---|---|---|
| Song Zu | Song Zu | Music Company |
| Highlight Films | Highlight Films | Production Company |
| The Super Group | The Super Group | Production Company |
| Angus Forbes | Leo Burnett Sydney | 2nd Unit Director |
| Patrick Fileti | Leo Burnett Sydney | Editor |
| Patrick Fileti | Leo Burnett Sydney | Director |
| Katie Nikolaus | Leo Burnett Chicago | Account Director |
| Bob Raidt | Leo Burnett Chicago | Account Supervisor |
| Stephen Clark | Leo Burnett Chicago | Producer |
| Adrian Gunadi | Leo Burnett Sydney | Executive Producer |
| Brendan Crich/Scott North/Keong Seet | Leo Burnett Sydney/Chicago | Creative Technologists |
| Chad Mirshak | Leo Burnett Chicago | Director - Creative Technology |
| Omari Miller/John-Henry Pajak/Dave Mugford | Leo Burnett Chicago/Sydney | Designers |
| Iggy Rodriguez | Leo Burnett Sydney | Copywriter |
| Justin Carew/Andy Dilallo | Leo Burnett Sydney | Art Director |
| Dave Loew/Jon Wyville | Leo Burnett Chicago | Creative Directors |
| Grant Mcaloon/Vince Lagana | Leo Burnett Sydney | Creative Directors |
| Andy Dilallo | Leo Burnett Sydney | Chief Creative Officer |
| Mark Tutssel | Leo Burnett Chicago | Global Chief Creative Officer |
| Sebastian Garin | Creative Director |
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.
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.
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.
• 18.5 MILLION TOTAL REACH across Facebook and Twitter. • 4860 unique mentions online from news websites TV broadcasts, blogs, forums. • 25% increase in worldwide mentions of Coke or Coca-Cola within Tweets. • Trending in the Top 10 on YouTube and Twitter. • Broke a traffic record by over 2x at coca-colacompany.com • Pakistanis and Indians spent the most time on site with 9:33mins and 7:38mins respectively. • Sharing from coca-colacompany.com beat any previous Coca-Cola Story by over 500% Over 55% of total reach came from India and Pakistan, showing that the social discussion of togetherness and peace is happening with the right people. Currently over 1.4 million views on YouTube.