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 Coca-Cola or other fun prizes, including sunglasses, hats and the
“Smile Cycles” themselves. The experiment was designed to use the contagious
power of a smile to create a chain reaction. A smile movement, if you will.
The end result is “Smile Back,” a short film concepted, produced
and crowdsourced in partnership with Coca-Cola teams from six countries, plus Victors & Spoils and MOFILM. Watch it below, and read the "Smile Backstory" for
more on how this unique, fully crowdsourced project came together.