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CANNES, France—Coca-Cola added to its impressive legacy of hauling in Cannes Lions by snagging the Media Grand Prix here tonight for a Peruvian campaign from McCann Lima centered on getting people to smile in their ID cards.
Research showed Peru was one of the unhappiest nations in the region, so Coke flew in to change all that. Peruvians must send in their own photos for ID cards, so Coke set up free photo booths around the country that would only take your picture if you smiled.
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