Leo Burnett and Coke are trying to share the love. Literally. The drinks giant has agreed the agency's idea (conceived in Sydney) of an interactive vending machine that contributes, one can at a time, to world peace.
The 'Small World Machines' campaign aims to break down barriers between nations at odds. In March the machines were installed in India and Pakistan, which have been politically at odds for generations. People were encouraged to engage - wave, touch hands, draw a peace sign or do a dance – in order to receive a Coke.
Obviously, the machines are not just coke vending machines. They are live portals that take the shape of Coke vending machine: 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.
To users, it is like looking into a full-length webcam, face-to-face with another person. So literally, be nice, share the love and receive a free coke.
Over the three-day experience, over 10,000 cans were given away. It was the culmination of a year in the making. Andy DiLallo, chief creative officer Leo Burnett Sydney, said it was the highlight of his 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 ... 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."
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