Coke Makes Peace Again -- Between Rival Soccer Fans

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

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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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