Dia del Amigo s a celebration of friendship, held annually on July 20 in many parts of South America, particularly in Argentina, Brazil and Uruguay. In 2010 Coca Cola developed a special outdoor campaign in honour of the day, with the Coca-Cola Friendship Machine (Máquina de la Amistad). The 3.5 meter tall machine, placed strategically in Argentina, Costa Rica, Guatemala, Argentina, El Salvador, Panama and the Honduras, offered passers-by two Coke bottles for the price of one. To take up the offer, however, required potential customers to collaborate, helping each other to reach up to the machine slot. The campaign was repeated in other countries for local versions of Dia del Amigo. The campaign won a Gold Outdoor Lion, Gold Direct Lion, and Silver Media Lion at Cannes International Advertising Festival 2011.
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The Friendship Machine campaign was developed at Ogilvy Argentina, Buenos Aires, by executive creative director Gaston Bigio, creative director Javier Mentasti, creative director/art director Ignacio Ferioli, copywriter Nicolas Vara, account managers Karina Aiello (OgilvyAction Yunes), Guadalupe Acuña, Natalia Noya, head of art Jonathan Gurvit, general planning director Julieta Rey, agency producer Jose Card.