Creativity

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.

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
May 05, 2014
Agency:
McCann - Milan
Client:
Coca-Cola
Production Company:
Filmmaster
Director:
Edoardo Lugari
Global Creative Director:
Miguel Bemfica
Creative Director:
Gaston Guetmonovitch
Creative Director:
Miguel Usandivaras
Art Director:
Cristina Caballero
Copywriter:
Curro Piqueras
Graphic Designer:
Marina Tercelan
Agency Producer:
Massimo Busato
Production Company:
Filmmaster
Productions Director:
Edoardo Lugari
Executive Producer:
Karim Bartoletti
Producer:
Elena Marabelli
Editor:
Francesco Cusanno, Toboga
Music:
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

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.