What unites us is stronger than what sets us apart
Coca Cola has accustomed us with campaigns meant to associate it with happiness. Just remember the Coca Cola happiness machines or the Happiness Factory. This time round, Coca Cola wanted to prove to the world that what unites us is stronger than what sets us apart. They deviced a campaign to connect people from Pakistan with people from India, reminding us all that happiness does not have borders, nor does it have political tensions, religion, gender or age.
Coca Cola Small World Machines
India and Pakistan have long been involved in a series of conflicts due to religion and politics, and the people are paying the price. Even though the countries are right next to each other, they seem to be worlds apart. Coca Cola wanted to offer the people in both countries a moment of connection, a moment of shared joy and to remind them that we are all humans. How did they do it?
In collaboration with Leo Burnett, Coca Cola overcame a series of logistical, engineering and technical problems and used first-of-its-kind 3D touchscreen technology for projecting a live stream video feed onto a vending machine. At the same time, the vending machines filmed emotional encounters. They placed two of these vending machines in malls – one in Lahore, Pakistan and one in New Delhi, India. These cities are only 325 miles apart, yet the distance is a lot bigger in people’s mind.
People from both sides could share a Cola and a moment of happiness, while completing tasks together: dancing, waving, drawing or touching hands. The people from India and Pakistan share a lot of common interests and passions: food, Bollywood films, music, and cricket and Coca Cola wanted to remind them of everything that connects them. Tender moments between people from New Delhi and Lahore struck an emotional chord that spread.
Coca Cola did it again! The effort put into connecting people from nations so divided paid off. It reminded us of the importance of being human. Humanity is after all about togetherness and happiness. Did this campaign strike a chord in you?
References: coca-colacompany.com, adsoftheworld.com. Photos: creativeguerillamarketing.com
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