McCann Creates ‘Fair Play Machines’ for Coca-Cola, Milan Rivals

By Erik Oster 

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

Client: Coca-Cola

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



Client Credits:

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