Coke Makes Peace Again -- Between Rival Soccer Fans

Italy's Milan and Inter Supporters Come Together Via the Power of Soda

Published on May 05, 2014

Editor's Pick

Coke used vending machines to bring fighting parties together with its award-winning "Small World Machines" campaign. But now, instead of bringing together nations at odds, it's using drink dispensers to ameliorate tensions between another kind of rival-- soccer fans. Two of the world's best soccer teams are both based in Italy: Inter and Milan. To ease the aggression between their fans, Coke installed vending machines on opposite sides of Milan's San Siro stadium as the teams faced off, but there was a hitch. Pressing the button of one machine dropped a Coke can down the chute of that on the side of the rival team -- so rivals could only receive Cokes from each other. The campaign was created out of McCann and directed by Filmmaster's Edoardo Lugari.

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May 05, 2014
McCann - Milan
Production Company:
Edoardo Lugari
Global Creative Director:
Miguel Bemfica
Creative Director:
Gaston Guetmonovitch
Creative Director:
Miguel Usandivaras
Art Director:
Cristina Caballero
Curro Piqueras
Graphic Designer:
Marina Tercelan
Agency Producer:
Massimo Busato
Production Company:
Productions Director:
Edoardo Lugari
Executive Producer:
Karim Bartoletti
Elena Marabelli
Francesco Cusanno, Toboga
Alberto Cimarrusti, Bronze Radio Return
CSE Marketing Director:
Roel Annega
CSE My Coke Director:
Andreas Johler
EUG IMC Director:
Guido Rosales
CSE IMC Director:
Claudia Navarro
CSE Content Excellence Manager:
Francesco Cibo
CSE Content Excellence Manager:
Camilla Zanaria

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