Brand Impact

Small World Machines

Leo Burnett Sydney and Chicago
The Coca-Cola Company

Gold Winner

Special Innovation: Can’t Be Contained
Special Innovation: Digital Out-of-Home

“There is a movement in advertising where brands are taking opportunities to do something great that matters to the world. This is an example of that in a big way.”

Jeff Benjamin

Jeff Benjamin
Chief Creative Officer,
JWT North America

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When the Coca-Cola Company and Leo Burnett teamed up to build Small World Machines, they united the people of India and Pakistan in a moment of happiness, in spite of years of political strife—all through the creation of two interactive vending machines. The machines, each placed in a local mall for the course of a three-day event, were decked out with special touchscreens and streaming video capabilities that allowed users to stand face-to-face and interact through shared gestures such as drawing a peace sign. A three-minute video of the event helped Coca-Cola expand its impact beyond these two countries, out to the entire world. The Coca-Cola Company successfully elevated expectations of what a brand can do with interactive technology.

“What I love about this is that there is an opportunity for us as advertisers and marketers to do things that matter. There is a movement in advertising where brands are taking opportunities to do something great that matters to the world. This is an example of that in a big way. We talk a lot about technical innovation, but sometimes there is just an insightful, we’re-just-going-to-matter type of innovation. It’s putting love and heart into the world through brands and making that brand stand for something in a way that it hadn’t before. Brands that matter are the ones that succeed.”

Jeff Benjamin, Chief Creative Officer, JWT North America

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