Coke is hoping to make Peru a happier nation by strongly encouraging people to smile in their photo IDs. The company set up Coke-branded photo booths in 30 spots across the country, including next to the RENIEC (National Identity Registry), that activated only when the person smiled.
The "Happy ID" project, by McCann Lima, was launched in response to research that shows Peru at the bottom of worldwide happiness charts, despite recent economic growth. The campaign is being supported by a website, out-of-home activity, TV and radio sponsorships, press and TV, while local celebrities have been hired as campaign ambassadors. Coke is also collecting a database of its "Happy ID" holders, and will send them special offers in conjunction with partner brands. Check out full credits on the effort here.
Coke recently has been spreading happiness in Asia, where it sent Japanese DJ Jun Fujiwara around the city recording sounds of happiness with a hacked Coke bottle, in another new effort out of Ogilvy & Mather, Singapore.