2014 Winners & Shortlists

Execution

On March 20 2013, The International Day of Happiness, Coca-Cola wanted to prove that if the prevalent gloom in the Middle East was contagious, then happiness and laughter were even more contagious. So, we built The Laughter Machine – a vending machine, where we replaced money with sounds of laughter and happiness – and placed it in two key universities in the UAE – American University Sharjah and American University Dubai. It turned out to be a successful retail marketing solution as in just 9 hours, 40% of students at American University Sharjah and 58% of students at American University Dubai sampled Coca-Cola vs. an initial target of 25%.