Coke prides itself on fostering togetherness. Our initiative “Small World Machines” created just that for the brand—an interaction between people from conflicting worlds, showing what unites us is stronger than what sets us apart.

The experience was simple—individuals in India and Pakistan could share a task like joining hands, or drawing peace, love, and happiness symbols, with the surprise of a Coke at the end to be shared together. But the impact was anything but simple, spawning many other versions around the globe and fetching recognition at every major awards show.