With the Cannes Lions Award nominees announced overnight, I am so stoked to see The Small World Machines by Leo Burnett Sydney score its top spot in the Outdoor Lions shortlist!
When I first saw this campaign I was truly moved. The relationship between India and Pakistan has for too long been damaged by their political history. Attitudes and perceptions towards one another have been indented into the culture leaving the neighbouring countries no closer to one another as time goes on.
Alas, with Coke as the client (an incredibly popular drink in both nations), the campaign set out to create a moment of connection between the nations by setting up a live communications portal in the form of a vending machine in the two countries. If you haven’t experienced the disconnect between the two countries first hand, you might not quite be able to fully grasp how interesting this…
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