Small World Machines

COCA-COLA

A truly innovative digital experience that connects two rival nations via a simple act of kindness.

Pakistan and India have been divided by conflict for over 60 years. Coca-Cola believes that a moment of happiness has the power to bring the whole world closer together – no matter how great their differences. Over a 3 day event, we connected India and Pakistan using world first technology. Small World Machines opened a live portal between the two countries, by letting people simultaneously create symbols of peace, love and happiness.

Core Values from Greg Gunn on Vimeo.

RESPONSIBILITIES

User Experience.

Contributed design and animation to help strengthen the visual feedback for the 2 participants and their interactions by downplaying the reliance on written language and the gap it created between the 2 countries.

Design \ Animation.

Contributed character and typography animation as well as visual direction for key components of the interaction.

THE PROCESS

Coke Small World Machines saw two Leo Burnett teams (Chicago & Sydney) join forces to help realise this ambitious project. Following on from Chicago’s lead with the user journey and design, I was tasked with collaborating on a refresh that helped improve the user’s interaction with the device.

This was particularly important as the interaction between the two countries could not rely on language alone to help guide the user due to differing languages and dialects. You can see a glimpse of my improvements in the attached images, which included graphical and animation cues to help guide our two participants along.

1. Individual letters pop up on screen. Symbols float out of Coke bottle, colours and shapes vary according to creative (peace/love/happiness etc).

2. Once the user has touched the hotspot, the concentric circles shrink to indicate contact has been made. A flash of white then traces the path they must draw, leaving an outline.

3. Arrows light the way, enticing the participant to move in the direction shown. Once they start moving their hand, the arrows continue to reveal until they’ve completed the circuit. Particles also fall from the hotspot to indicate an active state.

4. A trail of colour follows the users motion. This also reveals the icons within the heart shape, these will bob and move gently.

5. When the user has nearly completed the circuit, they are offered words of encouragement.

6. Finally the whole heart explodes and symbols rain down and reveal the thank you message as the Coke is dispensed.

AWARDS

Gold – Direct – Best use of Digital Direct
Gold – Media – Best use of Special Events and Stunt/Live Advertising
Bronze – Best use of Technology

Gold – Interactive Advertising/Environmental/Experiential
Silver – Other Digital Solutions

Gold – Media – Special Events/Stunts/Live
Gold – Outdoor – Ambient/Live Advertising
Silver Branded – Best use or Integration of Experiential Events

Gold – Next Experiential

Gold – Outdoor: Installations
Bronze – Outdoor: Ambient Beverages

Gold – Special Innovation Category
Gold – Digital Out of Home

Next Project

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dave.mugford@gmail.com

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