Divided by decades of conflict, including 3 major wars, the border between India and Pakistan seemed an appropriate, if extraordinarily difficult, arena in which to test Coca-Cola’s belief that a simple moment of happiness can bring the world closer together.

They were where Coca-Cola’s new global strategy, ‘Crazy for Good’, would come to life.

The barriers limiting movement between the two countries quickly suggested that technology was the key to bringing them together.

Following this lead, Coca-Cola worked across 4 countries (Australia, the United States, India and Pakistan) to develop Small World Machines with Atlanta-based tech company, The Super Group – 2 purpose-built vending machines equipped with full-body, live streaming screens that let people see each other like never before.

The project required two trips to Pakistan, the first attempt in January being halted due to political unrest.

Each machine was custom-built from scratch for the project, bringing Coca-Cola’s ‘Crazy for Good’ strategy to life in a completely new way.

Special touchscreens (Smart Glass hybrid utilizing Active Shutter 3D projection) were invented that, for the first time, allowed viewers to be filmed through the screen while simultaneously watching an image on the screen. This, unlike platforms like Skype, allowed eye-to-eye contact. The machines were also engineered to withstand the unusual light, weather and transport conditions involved with the project.

The intention was to provide a seamless, easy-to-use experience that would break down the borders between the countries by giving the closest impression possible of being face to face with another person.

A unique animation interface sent positive messages of peace, love and happiness across the border.

Each machine was able to record HD footage from internal cameras that live streamed to both countries.

90% of the vending machines interior was customized. Even the refrigeration unit was miniaturized, the machines dispensing specially designed cans bearing the languages of both countries.

Finally, each required at least 15Mbp/s bandwith. In addition to overcoming an internet blackout between India and Pakistan we had to commission what would ultimately become the fastest connection Pakistan had ever achieved, 20+Mbp/s (their normal speed: 3.74 Mbp/s).

The machines also managed to establish a connection government-monitored/censored internet traffic between the two countries and frequent power failures (each was powered by a backup generator).

The entire project, including original IP development, technology iteration, industrial design, live activation and film production was achieved for less than US$2 million.

Over 600 people put aside their differences and interacted with the machines. Over 10,000 cans were claimed.

Small World Machines were developed over 12 months, culminating in a live event in March 2013. They are ready to be deployed in other countries. Newer versions could access more than two countries at once, users choosing which country they stream. The number of countries could increase to as many as 6-8 at a time.

The teaser film released in December 2012 gained immediate traction. Articles appeared in sources as varied as Fast Company, Co.Create, PSFK, The Economic Times and AdAge.

The live activation began an intense wave of social media dialogue. Additional blog and news coverage spread as far as Japan, Spain, Brasil, Venezuela, Paraguay, Mexico, Russia and Germany. The final film launched in April 2013 will be accompanied by a global PR strategy covering every Coca-Cola market.