| Title | SMALL WORLD MACHINES |
| Brand | COCA-COLA |
| Product / Service | COCA-COLA |
| 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 |
| 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 Sydney | 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 Director |
| Grant Mcaloon/Vince Lagana | Leo Burnett Sydney | Creative Director |
| Andy Dilallo | Leo Burnett Sydney | Chief Creative Officer |
| Mark Tutssel | Leo Burnett Chicago | Global Chief Creative Officer |
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.
RESULTS AFTER SEVEN DAYS Over 10,000 attendees put aside their differences and became part of the experience, creating over 700 connections across the border. Here is what’s happened so far: • OVER 18.5 MILLION TOTAL REACH across Facebook and Twitter. • 4860 unique mentions online from news websites TV broadcasts, blogs and forums. • 25% increase in worldwide mentions of Coke or Coca-Cola within Tweets. • Trending in the Top 10 on both YouTube and Twitter. • Broke a traffic record by over 2x at coca-colacompany.com with an average of 5.5mins spent on site. • 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% And most importantly 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.
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.