Leo Burnett Singapore
Tue, 21 May 2013 04:52:29 GMT
Today, Coke and Leo Burnett will unveil a new initiative aimed at breaking down barriers and creating a simple moment of happiness between two nations at odds India and Pakistan. The initiative, 'Small World Machines', provides a live communications portal through a Coca-Cola vending machine for Indians and Pakistanis to interact with and engage across country borders. The 'Small World Machines' experience was created to provoke happiness in the world through human connections.
In March, the vending machines were placed in two different locations, one in India and another in Pakistan. People were encouraged to put their differences aside and complete a friendly task together wave, touch hands, draw a peace sign or do a dance in order to receive a Coke.
The actual 'Small World Machines' are live portals that take the shape of Coke vending machines. The machines are the first of its kind and have the ability to virtually unite people. In order to connect people in two different countries and capture such an intimate experience, Coke and Leo Burnett created unique 3D touchscreen technology to project a streaming live video feed onto the vending machine screen while simultaneously filming through the machine to capture a live emotional exchange.
This technology resembled the act of looking into a full-length webcam, face-to-face with another person. At the same time, people were encouraged to interact with touchscreen animation including peace signs and smiley faces drawings that could be traced together with hand-to-hand connection. Once the shared tasks were completed, a celebration screen emerged which triggered the vending machine to dispense a free Coke for each person.
We believe 'Small World Machines' solidifies the notion that what unites humanity is far stronger than what sets us apart. The experience evoked many, heartwarming and emotional reactions. One Pakistani remarked, "It¹s great to connect with the average Indian who probably knows nothing about the average Pakistani." Another Indian said, "It¹s something to really bring the countries together," and "It's fantastic that you¹re allowing people to see the other side as well, to not let it be a mystery anymore." During the three-day experience, more than 10,000 cans of Coke were given away.
Being on the ground in India during the 'Small World Machines' experience is probably the highlight of my career so far. To be able to take two countries that have been divided and to unite them through the world's most iconic brand, and see the purity of the experience was amazing," said Andy DiLallo, Chief Creative Officer Leo Burnett Sydney.
"After spending a year on this project with all the challenges we encountered, when Small World Machines started it was massive relief for me. And then joy, and then just awe to see the people connecting. Coca-Cola's message has always been one of happiness. I see this activation as a small step in the right direction. Hopefully it works as a symbol of how people can overcome differences and come together with a simple act of joy."
"Small World Machines is a real-world example of the power of creativity," added Andy.
CLIENT: The Coca-Cola Company
AD: "Small World Machines"
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
SET DRESSING: Full Circle Corporation Marketing
Genres: Scenic, Storytelling
Categories: Soft Drinks, Carbonated DrinksLeo Burnett Singapore, Tue, 21 May 2013 04:52:29 GMT