Wayne Hemingway singles out Coke's 'small world machines' as creative highlight of 2013

"Coca-Cola's Small World Machines uses simple, engaging technology to bridge a gap that anyone sensible knows needs bridging. It's an example of a brand expanding on a campaign ('Share a Coke') and making it politically and socially relevant."

Wayne Hemingway
Wayne Hemingway

Description

The enmity between India and Pakistan is broken down using a Coca-Cola vending machine that acts as a live communications portal between the two nations.

"Small World Machines" encouraged people to put their differences aside and complete a friendly task including waving, touching hands or drawing a peace sign in order to receive a Coke.

Credits

Client: Jackie Jantos, global creative director, Coca-Cola.

Agency: Leo Burnett Chicago and Sydney.

Creative: Mark Tutssel.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Omnicom shuts M2M in UK after account losses
Share

1 Omnicom shuts M2M in UK after account losses

Omnicom has shut its media agency M2M in the UK following a string of account losses and Alistair MacCullum, the chief executive of M2M, is stepping down.

Brands that forge an emotional tie are best protected from copycats
Shares0
Share

1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

Just published