A simple smile can be infectious. That’s the idea behind
"Smile Back," the latest installment in Coke’s "Where Will Happiness
Strike Next?" global film series.
The brand dispatched a team of "Smile Starters"
around the world in search of yes, you guessed it, smiles. The friendly ambassadors sporting red t-shirts
and riding red bicycles approached strangers in different locations – from Canada,
to Pakistan, to Tunisia – and simply smiled or attempted to break the ice with
a silly, grin-inducing gesture. Those who returned the gesture were rewarded
with an ice-cold
The end result is “Smile Back,” a short film concepted, produced
and crowdsourced in partnership with