The world-famous beverage company rewards honest behavior with tickets to soccer matches, ice cold Cokes and a moment of fame on the soccer stadium big screen, all while spreading the message that there are reasons to believe in a better world.

 

Coca-cola follows through with its remarkable humanistic advertising initiatives by launching a new campaign in Portugal that explores our natural capacity for honesty. The campaign, titled “Rivalry Wallet,” takes place in the Benfica ticket office in Portugal and starts with a very simple premise: what if you found a wallet days before a big football match and it has a ticket that belongs to a rival supporter?

Various instances of people finding the wallets are then shown. As revealed later on, a surprising 95% of the people who found the wallets surrendered it to the ticketing area.

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