ABOUT

Our brief from Coca-Cola was to ‘bring out the Santa’ in consumers and provide a catalyst for random acts of kindness, building upon the brand's central message of "Share happiness". But we had a campaign budget of only £50,000.

We felt that if we gave people an easy way to share happiness a little further, they would. All anyone needs is a little nudge. So we ran a social experiment to prove that, given the chance, people love spreading goodwill.

We placed an ordinary looking vending machine in a Romanian town square, offering two choices: A free coke for you or #sharethegood. Every time someone chose #sharethegood their kindness was rewarded with a surprise. A red balloon flew from the top of the machine, carrying a gift that would make someone else happy.