Coke Picks up Media Grand Prix at Cannes with Peru-Based 'Happy ID'

Smile-Activated Photo Booths Encourage People to Smile in ID Pics

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In Peru, Coke is hoping to make a happier nation by encouraging people to smile in their photo ID. The company set up Coke-branded photo booths in 30 spots across the country, including next to the RENIEC (National Identity Registry) that activated only when the person smiled. The "Happy ID" project, by McCann Lima, was launched in response to research that shows Peru at the bottom of worldwide happiness charts, despite recent economic growth. The campaign is being supported by a website, out of home activity, TV and radio sponsorships, press and TV, while local celebrities have been hired as campaign ambassadors. Coke is also collecting a database of its "Happy ID" holders, and will send them special offers in conjunction with partner brands.

The campaign took home the media Grand Prix at Cannes this year. Read the story for details

For more of the goings on at Cannes, tune into Creativity's "The Best of Cannes."

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Apr 17, 2013
McCann - Lima
Chief Creative Officer:
Nicolas Romano
Chief Creative Officer:
Mauricio Fernandez-Maldonado
Chief Creative Officer:
Ricardo Mares
Creative Director:
Nicolas Romano
Ricardo Mares
Art Direction:
Nicolas Romano
Production Company:
Senor Z
Bacha y Chinon
Post Production Company:
Plan B
Marketing Director:
Lizandra Freitas
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