Coca-Cola Portugal conducted social experiment last month in the city of Lisbon. They planted a wallet in a busy shopping center with a hidden camera. Sticking out of the wallet was a ticket to the biggest soccer match of the year--impossible to get! How many people took the ticket? Or the money in the wallet? The answer is 95% turned in the wallet--with the money and the ticket intact. The whole story is told in this three minute video, and in it's entirety it's a fun, feel good story totally aligned with Coke's brand values.