Boulder's Victors & Spoils Demonstrates the Power of a Smile for Coke

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Smile Back is the next iteration of Coca-Cola’s highly successful "Where Will Happiness Strike Next" campaign — an idea grounded in the belief that the most simple and universal expression of happiness, a smile, can create a ripple effect of positivity across the world. The program was conceived by Victors & Spoils and executed globally (in Pakistan, Belize, Tunisia and Jamaica to name a few) by Coca-Cola and MOFILM. In the wrong neighborhoods, this kind of behavior will get you capped. But we're glad to see it could actually have a positive effect on people.

Agency: Victors & Spoils
Production Co: MOFILM
Creative Director: Noah Clark
Writer: Jake Dubs
Art Director: John Williamson


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