Ogilvy Argentina created the «Machine of Friendship» for Coca-Cola to celebrate Friendship Day (July 20). During the event, hundreds of people were offered an opportunity to get two bottles of Coca -Cola at the price of one. To get an extra bottle, they were to climb an extremely high «Maquina de la Amistad» (that’s the Spanish name of the installation ) of three meters height.

The participants couldn’t get to the mark unless they had a friend, who helped them reach the button. With this project, the soft drink brand wanted to tell that in some situations you just can’t do without other people’s help and do need a strong shoulder to lean on (or to sit on, in a good sense, of course).