Coca-cola DM Coca-cola: The Friendship Machine by Ogilvy & Mather Buenos Aires

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Coca-cola: The Friendship Machine

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Industry Soft Drinks, Vending Machines
Media Direct marketing
Market Argentina
Agency Ogilvy & Mather Buenos Aires
Executive Creative Director Gaston Bigio
Production Jose Cardelli
Creative Director Javier Mentasti, Maximiliano Maddalena, Christian Camean, Ignacio Ferioli
Art Director Ignacio Flotta – Nicolás Vara.
Released June 2011


Cannes Lions 2011
Direct Lions Ambient Media (Large Scale) Gold
Direct Lions Fast Moving Consumer Goods Gold

Credits & Description

Type of Entry: Product & Service
Category: Fast Moving Consumer Goods
Advertiser/Client: COCA-COLA
Product/Service: COCA-COLA
Entrant Company: OGILVY ARGENTINA Buenos Aires, ARGENTINA
DM/Advertising Agency: OGILVY ARGENTINA Buenos Aires, ARGENTINA
Executive Creative Director: Gaston Bigio
Head of Art: Jonathan Gurvit
Creative Director: Javier Mentasti
Creative Director: Ignacio Ferioli
Copywriter: Nicolas Vara
Art Director: Ignacio Flotta
General Planning Director: Julieta Rey
Agency Production: Jose Cardelli
Accounts Directors: Karina Aiello/Guadalupe Acuna/Natalia Noya
Production Chief: Marcelo Ramos
Agency Producer: Esteban García Ciraldi
Describe the brief from the client:
The Coca-Cola Friendship Machine was born to make all the friends of Latin America celebrate Friend’s Day in a very special way.
Creative Execution:
For everyone to enjoy a Coke with their friends and take advantage of the special 2 for 1 Coke offer, friends had to cooperate with each other to insert the money into the machine slot.
Describe the creative solution to the brief/objective.
To enjoy and share the 2 for 1 Coke offer, this 3.5 meter tall vending machine required the direct interaction of the friends with the huge structure.
Describe the results in as much detail as possible.
Thousands of friends in 7 countries of Latin America interacted directly with Coke’s special vending machine to celebrate Friend’s Day. 800 Cokes were sold in 9 hours. That’s 1075% more sales than with a regular vending machine. Thousands of comments on blogs and social networks around the world. With friendship as the must to make it possible.