Coca-Cola’s goal is to prove that in this world there’s much more “good” than “bad”. One of the areas this is challenged is football, since fans are constantly encouraged to hate each other.

But if there’s one thing that can unite them, it’s Coca-Cola.

We decided to test one of the biggest rivalries in football. We placed two vending machines at the San Siro football stadium, so fans from AC Milan and Internazionale could only share a Coca-Cola with fans from the other team. And couldn't get one for themselves, unless the fans from the other team decided to give them one. And they did share all the Cokes.

Therefore, Coca-Cola proved that there is something that can unite the rival fans.

To create this interaction between fans, we needed to find a media that let us unite fans in a place where their passion is at its highest. The answer, the entrance to their football stadium.

So right at both entrances, we installed two vending machines specifically created for this event. By pressing a button, fans could send a free Coke to the other machine, but they were unable to get one for themselves. Would you share one? This experiment was made into an online video to share.

Coca-Cola became a synonym of Fair Play in the football world and a strong supporter of peace in football for all the fans in Italy and the world.

We managed to install our non-violence message throughout the media. For a week, sport news shows and newspapers in Italy talked about this important problem using FAIR PLAY MACHINES as an example for all supporters.

But not only in Italy. Many important foreign sport journalists, newspapers and blogs posted, retweeted and commented on the activation.

More than 350.000 people saw the video of the activation on Youtube in the first week and counting. That's 50.000 per day.

The campaign and our message got to all the continents where people actually used the video to ask for the same behavior in their countries, thanking Coca-Cola for giving this example.

In a campaign where we confront two different supporting teams.

Giving the issue of the activation, hate and enmity, we got an impressive 95% of positive votes between the YouTube users.