High-tech vending machines installed in two popular shopping malls in Lahore, Pakistan and New Delhi, India – two cities separated by only 325 miles, but seemingly worlds apart due to decades of political tension – invited consumers to put their differences aside and share a simple moment over a Coke.
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The “Small World Machines” provided a live communications portal linking strangers in two nations divided by more than just borders, with the hope of provoking a small moment of happiness and promoting cultural understanding around the world. Coke and Leo Burnett used first-of-its-kind 3D touchscreen technology to project a streaming video feed onto the vending machine screen while simultaneously filming through the unit to capture a live emotional exchange. People from both countries and various walks of life were encouraged to complete a friendly task together – wave, touch hands, draw a peace sign or dance – before sharing a Coca-Cola.
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After successfully setting up the two machines – and adorning each with flower arrangements and other culturally relevant decorations and colors. Crews filmed through the night, capturing more than 100 interactions between people of all ages and from all walks of life. None of the people featured in the film are actors, and their reactions are completely natural.
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The film features tender encounters, such as a young girl in Delhi touching hands with an older woman on the Pakistani side, as well as more spirited interactions including an impromptu dance-off between two men in their 60s that went on for several minutes.
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At the end of the nearly 10-hour shoot, both audiences cranked up the music, danced and waved goodbye to their new-found friends across the border. –
Jackie Jantos Tulloch, who led the project said, “Working on brand Coca-Cola is powerful enough because of the voice and scale of the brand, but when you layer a story like this on top, you realise that we’re not just telling a Coca-Cola story. We’re telling a bigger, more profound story about the connectedness of the world.” –
**Source: coca-colacompany.com/stories/-without-borders
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