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Live Events - Beyond Advertising

Gold Winner

Entrant: Leo Burnett, Sydney
"Small World Machines"
  • Corporate Name of Client:
  • Agency Account Directors:
    Bob Raidt
    Katie Nikolaus
  • Agency:
    Leo Burnett , Sydney
  • Global Chief Creative Officer:
    Mark Tutssel
  • Chief Creative Officer:
    Andy DiLallo
  • Creative Directors:
    Grant McAloon
    Vince Lagana
    Dave Loew
    Jon Wyville
    Sebastian Garin
  • Copywriter:
    Iggy Rodriguez
  • Art Directors:
    Justin Carew
    Andy DiLallo
  • Executive Agency Producer:
    Adrian Gunadi
  • Agency Producers:
    Stephen Clark
    Michelle Brown
    Susannah DiLallo
  • Creative Technologist:
    Brendan Crich
    Keong Seet
    Scott North
  • Graphic Designers:
    Omari Millers
    John-Henry Pajak
    David Mugford
  • Production Company:
    Highlight Films
  • Director:
    Patrick Fileti
  • 2nd Unit Director:
    Angus Forbes
  • Directors of Integrated Production:
    Michael Shanahan
    Amir Mireskandari
  • Technology Partner:
    The Super Group
  • Description of the Project:
  • The task was to bring to life Coca-Cola’s new ‘Crazy for Good’ strategy in an optimistic and powerful way. Reinforcing Coca-Cola’s values and proving that what unites us is stronger than what sets us apart us.
    To do this Coca-Cola put themselves between two nations who have been in conflict for over 60 years: India and Pakistan.
    It then connected them with a live communication portal like no other: Small World Machines.
    Over 3 days, the machines allowed Indians and Pakistanis to share an all too rare moment of happiness.
    Each machine is equipped with body length touchscreens invented for the campaign.
    Allowing for the projection of an image on the screen, while filming a subject standing before it, they are the first screens ever to allow eye-to-eye contact and physical interaction.
    A flash animated interface prompted the sharing of messages of peace, love and happiness. Each participant was rewarded with a bespoke can of Coca-Cola bearing the languages of the 2 countries.