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I N T E R AC T W IT H M E | CONTINUED ... technology, we partnered with people. We handed our sign over to them and encouraged them to get involved. Ultimately, we delivered a branded experience that not only disrupted but created excitement and engaged. Most importantly, the intent of the campaign and what is at the heart of the Coca-Cola brand was delivered, that being: enabling a connection with the world and those around us. These three examples are just a small demonstration of how we have used technology to enhance our outdoor communications. They also demonstrate our intent in this area and, more broadly, across all connection points. There are a lot more examples such as CocaCola’s Small world machines campaign (right), which used vending machines with cameras and 3D touch screens to stream live video between India and Pakistan. And we are not the only organisation seeking to embrace the constant change that technological advances create. While at times this change can be challenging, we choose to accentuate the opportunities. Why? Because this is how a real connection between a brand, its idea and a person is created. It’s also what makes the job so exciting. ADVERTISER Coca-Cola PRODUCT Beverages MEDIA Digital AGENCY Leo Burnett Sydney COUNTRY Pakistan & India YEAR 2013 View campaign video. / 156