Tuesday, March 19, 2013

Coca-Cola - Small World Machines

I recently came across this teaser video for the latest in Coca-Cola's ongoing 'Open Happiness' initiative (via Jonathan Mildenhall, VP of Creative @ Coca Cola).  Open Happiness has been running since 2009 and is a great example of how many different executions can be developed from one truly fertile big idea.  I'm also amazed at how many different ways Coke and their respective agencies have been able to bring the 'Open Happiness' idea to life through various owned assets such as Coca-Cola trucks, vending machines, etc.

The latest execution seems to be a natural extension of last year's Coca-Cola Re:Brief project which delivered on the brand promise from the classic 'Hilltop' TV ad of forty years ago, allowing people around the world to buy a stranger a Coke from the web.

The 'Small World machines' video shows vending machines using streaming video to allow customers at one vending machine to see and interact with a person in front of a Coke machine in another part of the world.  The two geographically separated people must then virtually join hands to draw a heart and earn a Coke.  It's a nice way to deliver on the idea that Coke is something that connects people in spite of their differences.  I'm looking forward to see how this worlds in the real-world.  In the meantime, check out the video below:

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