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.

Over 700 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.

The campaign was launched with an online teaser video, letting people know that something great was about to happen in India and Pakistan.

Print and social media advertised the event.