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Posts Tagged ‘Roel Annega’

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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Coke Taps McCann for Creative Work in Central, Southern Europe

Coca-Cola’s Central and Southern Europe (CSE) business unit, comprised of 23 different countries, has appointed McCann as its creative agency partner. Coca-Cola reportedly made the move to McCann to better streamline their CSE unit and tie the network together under the same, cohesive functioning group of ideas, with a speedy transition in localizing international campaigns.

Only McCann and Publicis were invited to pitch for the region, both having longstanding relationships with Coca-Cola. While McCann won control over the CSE region, Publicis will continue to do work for the brand in the company in the region as part of its “central production of creative” roster.

Roel Annega, marketing director of Coca-Cola CSE, says in a statement, “It was a close contest, but overall we felt McCann’s proposal was the most compelling. We’re looking forward to working with them to implement marketing of the highest quality that will drive the growth of our business in CSE in the years ahead.”