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Here's an amusing bit of mischief. Coca-Cola brought together fans on both sides of one of Italian soccer's fiercest rivalries by making them give each other sodas.
"Fair Play Machines," a campaign from McCann in Milan, Italy, shows the brand placing a pair of its signature high-tech, manipulative vending machines at opposite ends of San Siro Stadium in Milan while club teams Inter Milan and A.C. Milan were facing off there. Fans of each team could hit a button to serve a Coke to an opposing fan at the other machine—effectively forcing opponents to do something nice for one another.
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