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Posts Tagged ‘Guido Rosales’

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

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. Read more

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Big Brother’s Not So Bad: Coca-Cola Latin America Turns On ‘Security Camera’

In Coca Cola’s latest feel-good commercial, the brand has created a collage of security camera footage from around the world. But instead of catching people in acts of thievery or destruction, the soft-drink giant shows a “Potato Chip Dealer” giving food to a homeless man, and a young couple stealing…kisses.

“We want to remind people that acts of kindness and bravery are taking place around them all the time,” says Guido Rosales, advertisement director for integrated marketing comms of Coca-Cola Latin America. To improve heart-melting results, Coca Cola paired the security camera footage with “Give a Little Bit,” a song from Supertramp Roger Hodgson (Sample lyric: “There’s so much that we need to share/so send a smile and show that you care).

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