CHICAGO — Coca-Cola’s groundbreaking small world machines campaign has won awards and reached around the world, but it wasn’t easy to pull off. The goal of the branded content effort was to showcase corporate responsibility but also bridge borders, says Vincent Geraghty, EVP and Executive Director of Production at Leo Burnett, in an interview with Beet.TV.
However, installing a Coke vending machine on the India-Pakistan border faced many hurdles, he says. They included tracking down glass to be used in the machine that could also be filmed through, insuring a production in a high-risk area of the world, and dealing with political problems in the countries that led to the crew being kicked out the first time, he says to Beet.TV. The video showcasing the machines and the interaction of citizens through the machines has been seen on YouTube more than 2.5 million times.
Leo Burnett also worked on the Always “Like a Girl” campaign to create branded content about “hitting like a girl” and “running like a girl.” The goal was to empower girls and women by breaking down stereotypes.
Geraghty was interviewed by says Cristel Turner, Director of Brand Advertising, Strategy and Business Marketing at U.S. Cellular at the Beet.TV leadership summit presented by the Jun Group. You can find more videos from the summit here.