Coke Plays Peacemaker in Another War: the Milan Soccer Rivalry

Machines let you buy sodas for opposing fans

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.

The clip is full of the happy vibes to be expected from Coke ads, and a nice nod to good sportsmanship—in a league where its opposite has been disturbingly true lately.

It's also reminiscent of the brand's "Small World Machines" campaign from last year, which tried to ameliorate the India-Pakistan conflict with a similar set of interconnected machines—though softening a sports feud is maybe a less pretentious bit of peacemaking for a sugar water company.

Credits below.


Client: Coca-Cola

CSE Marketing Director: Roel Annega

CSE My Coke Director: Andreas Johler

EUG IMC Director: Guido Rosales

CSE IMC Director: Claudia Navarro

CSE Content Excellence Managers: Francesco Cibò, Camilla Zanaria

Agency: McCann Worldgroup Milan

Global Creative Director: Miguel Bemfica,

Creative Directors: 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