Leo Burnett Sydney’s 'Small world machines' campaign for Coca-Cola has been shortlisted for the inaugural Innovation Lion at the Cannes Lions International Festival of Creativity.
The agency is the only Australian representative to be named in the new category which honours the technology and innovation which make creative ideas possible.
The ‘Small world machines’ initiative used live streaming from soft-drink vending machines to create moments of happiness between people of two nations at odds – India and Pakistan.
Via a live communications portal built into Coca-Cola vending machines, Indians and Pakistanis could interact with and engage across country borders.
In March, the vending machines were placed in two different locations, one in India and another in Pakistan. People were encouraged to put their differences aside and complete a friendly task together – wave, touch hands, draw a peace sign or do a dance – in order to receive a Coke.
A total of 270 entries from 40 countries were received this year. Jury president David Droga, founder and creative chairman of Droga5, and his jury have whittled down that pool to 25 entries.