We helped spread happiness one smile at a time.
The Smile Back Program, our entry into Coca-Cola’s highly successful "Where Will Happiness Strike Next" campaign, was grounded in the belief that the most simple and universal expression of happiness – a smile – can create a ripple effect of positivity across the planet. So we sent Coca-Cola representatives to travel the streets all over the world and literally smile at unsuspecting strangers. Everyone who smiled back received a small reward. In addition to conceiving the idea, we provided an activation guide that allowed Coke to turn the execution of the program over to local markets. The end result was a video that proved just how much better the world might be if we all returned a few more smiles each day.