Last but not least: Laughter is contagious
A man suddenly starts laughing out loud on a crowded subway car. At first, the other passengers are confused, but then they join in.
After a few minutes, some of the commuters reveal themselves to be Coca-Cola promoters and hand out bottles on the train. Gonzales conceived the laughter campaign as part of the Belgian "Choose Happiness" campaign.
At the heart of the campaign is the idea of putting a smile on people's faces. The company concludes the Case film with the message: "Happiness starts with a smile. What are you waiting for?" (sis)
