COKE // SMALL WORLD MACHINES
In March 2013, Coca-Cola set out to break down barriers and create a simple moment of connection between two nations -- India and Pakistan. The initiative "Small World Machines" provided a live communications portal between people in India and Pakistan and showed that what unites us is stronger than what sets us apart. The key to engaging with each other through the machines was simple: people in India and Pakistan could complete a task, like touching hands, drawing peace, love, and happiness symbols -- together.
I looked after the Pakistan side of the production. It was a challenge working cross boarders with india. Communication was tough and we got hit with daily rolling black outs. In total we spent two weeks there, tension in the country was high, we had a security evacuation, a military coup, terrorist attacks, the arrest of a prime minister and political protests. Set against this difficult backdrop, the crew pulled together, jumped the many hurdles and prevailed. The project and the Indian side was lead by my long time Director friend, Patrick Fileti.
A big thank you to all the crew on the ground there. Pakistan is a amazing country, with beautiful people.
This project was touted by senior clients as the most culturally significant marketing they had done in over 40 years and was personally screened to John Kerry, U.S. Secretary of State. The most awarded campaign for both Coca-Cola and the Leo Burnett network at Cannes 2013 and the only Australian entry to make the inaugural Innovation Lion shortlist. The film has over 1,800+ comments and was featured in Fast Company, Forbes, Huffington Post and PSFK, among others.
Awards: AdFest (Grand Prix, Innovation, 1 Gold, 4 Silver, 4 Bronze), AWARD (4 Silver, 3 Bronze), Branded Content and Entertainment Awards (Gold), Big WON Report (#6 most awarded idea in the world), Cannes (3 Gold, 2 Silver, 4 Bronze), Clios (1 Gold, 2 Silver), D&AD (Direct, White Pencil), Gunn Report 2014 (#11 most awarded idea in the world), MOMA New York Permanent Film Archive, Kinsale Shark Awards (Gold, Silver), Leo Burnett HumanKind Communication Award, London International Awards (3 Gold, 1 Bronze), IAB Mixx Awards (Best of Show, 2 Gold), SHOTS Awards (Interactive Idea of the Year finalist), the ANDY Awards (4 Gold), Spikes (2 Gold, 1 Silver, 5 Bronze).