It's a brand building exploration that increases the awareness for the consumer.
Viewed from in another genre, it's a "concept car" .... we're doing it because we like it, and we think you will too.
Ogilvy Argentina created this massive Coke machine called “Machine of Friendship” for Argentinian Friendship Day, held on July 20th. Due to its height, the only way to put money in the machine was with the help of a friend. Once the teamwork was complete, you would both be rewarded by receiving two Cokes for the price of one. That is unless of course you happen to be a dude like Robert Wadlow, in which case you would receive two Cokes for yourself, following your initial reaction of “F*ckin’ A… FINALLY!” - See more at: http://www.thatsnerdalicious.com/caffei ... Z5Q80.dpuf
Ogilvy Argentina also was the agency responsible for the "Sharing Can"