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The Friendship Machine

Agency: 
Published/Aired: 
June 2011
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Description: 

Brief: The Coca-Cola Friendship Machine was born to make all the friends of Latin America celebrate Friend’s Day in a very special way.

Creative Execution: For everyone to enjoy a Coke with their friends and take advantage of the special 2 for 1 Coke offer, friends had to cooperate with each other to insert the money into the machine slot.
Describe the creative solution to the brief/objective. To enjoy and share the 2 for 1 Coke offer, this 3.5 meter tall vending machine required the direct interaction of the friends with the huge structure.

Results: Thousands of friends in 7 countries of Latin America interacted directly with Coke’s special vending machine to celebrate Friend’s Day. 800 Cokes were sold in 9 hours. That’s 1075% more sales than with a regular vending machine. Thousands of comments on blogs and social networks around the world. With friendship as the must to make it possible.

Case video: http://www.youtube.com/watch?v=Bj3QLLTFDX8
Advertising Agency: http://www.ogilvy.com/">Ogilvy, Buenos Aires, Argentina
Executive Creative Director: Gaston Bigio
Head of Art: Jonathan Gurvit
Creative Director: Javier Mentasti, Ignacio Ferioli
Copywriter: Nicolas Vara
Art Director: Ignacio Flotta
General Planning Director: Julieta Rey
Agency Production: Jose Cardelli
Accounts Directors: Karina Aiello/Guadalupe Acuna/Natalia Noya
Production Chief: Marcelo Ramos
Agency Producer: Esteban García Ciraldi

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