Coca-Cola has a knack for creating ads that leave people smiling. In this Italian edition, the global beverage company took to the streets of Milan and challenged one of soccer's most intense rivalries, AC Milan versus Internazionale. The two clubs have been battling on the pitch for over 100 years and dividing local fans into two camps. So, Coca-Cola and agency McCann Milan decided to use the "fair play" machines to see if fans could be brought together in the spirit of camaraderie for just a moment. The two machines, equipped with cameras and speakers, were installed on each side of San Siro stadium during the "Derby," with the catch being that Milan fans could only give Inter fans free soda and vice versa. This isn't the first time this idea has been used. About a year ago Coke tried to bring India and Pakistan together through their 'Happiness Without Borders' campaign. The results in both instances are fun to behold.
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