Happiness crusade...

I love this idea. I think it works really well for Coke highlighting their global reach. I hope the outcome will demonstrate different cultural views of what makes people happy. It also associates Coke globally with happiness - what a great brand relationship!

How much people will get involved with the idea over the year of the project remains to be seen. It could be a bit remote from our everyday reality but it depends on how Coke decide to make it interactive, engaging and encouraging our involvement...

http://www.expedition206.com/