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

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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


FAB Awards 2012
Collateral & POS - FABulous Award
Collateral & POS Non-Alcoholic Drinks FAB Award
Ambient Non-Alcoholic Drinks FAB Award

Credits & Description

Brief: 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.
Results: 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.
Advertising Agency: Ogilvy, Buenos Aires, Argentina
Executive Creative Director: Gaston Bigio
Head of Art: Jonathan Gurvit
Creative Director: Javier Mentasti, 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