McCann Worldgroup Milan created “Fair Play Machines” for Coca-Cola, bringing together rival fans at the San Siro Stadium in Milan.
Internazionale di Milano and A.C. Milan have a fierce rivalry dating back decades, which often leaves neighbors, friends, and even family enemies when the two teams meet. So, as part of Coca-Cola’s ongoing “#ShareTheGood” campaign, in the moments leading up to kickoff at an important Internazionale di Milano versus A.C. Milan match at a very divided San Siro Stadium in Milan, McCann Worldgroup installed two vending machines in the stadium, one on each side of arena. The catch: fans couldn’t get a Coke for themselves, only for fans of the rival team. Pressing a button on one of the machines, connected to the other via video and audio, sent a Coke down a chute and delivered it to a rival fan. In under an hour, both machines were emptied, bringing rival fans closer together and supporting fair play.
“Coca-Cola reminds us that even in the face of seeming differences, happiness can be found through simple moments of human connection,” explains Claudia Navarro, director, integrated marketing communications, central & southern Europe. Check out the video above to see the campaign in action, and stick around for credits after the jump.
Agency: McCann Worldgroup Milan
Global Creative Director: Miguel Bemfica
Creative Director: Gastón Guetmonovitch, Miguel Usandivaras
Art Director: Cristina Caballero
Copywriter: Curro Piqueras
Graphic Designer: Marina Tercelán
Account Manager: Sanziana Fanica
Account Director: Andrei Kaigorodov
Agency Producer: Massimo Busato
Production Company: Filmmaster Productions
Director: Edoardo Lugari
Executive Producer: Karim Bartoletti
Producer: Elena Marabelli
Editor: Francesco Cusanno, Toboga
Music: Alberto Cimarrusti, Bronze Radio Return
Roel Annega – CSE Marketing Director
Andreas Johler – CSE My Coke Director
Guido Rosales – EUG IMC Director
Claudia Navarro – CSE IMC Director
Francesco Cibò – CSE Content Excellence Manager
Camilla Zanaria – CSE Content Excellence Manager