Led by Ogilvy New York, WPP Open X campaign encourages Coca-Cola consumers to recycle their used Coke cans. Coca-Cola introduces its new global out-of-home (OOH) campaign, ‘Recycle Me,’ aimed at inspiring people to incorporate recycling into their daily Coca-Cola experience. Initially launching in Latin America, ‘Recycle Me’ will feature a series of impactful OOH creatives depicting the Coca-Cola logo after a can has been crushed during the recycling process. This visually compelling campaign, with the ‘Recycle Me’ call to action prominently displayed on the can, aims to raise awareness about recycling and encourage consumers to take positive action after consuming a can of Coke.
This innovative campaign by Coca-Cola is part of the company’s commitment to motivate consumers to recycle their used Coke cans, aligning with its ‘World Without Waste’ strategy. Leveraging the iconic and globally recognized Coca-Cola logo, the ‘Recycle Me’ campaign reinforces the message that sustainability is a shared responsibility and aims to promote recycling on a large scale.
Crafted by WPP Open X, under the guidance of Ogilvy New York, the creative assets will be prominently displayed across numerous out-of-home (OOH) and digital out-of-home (DOOH) sites in Buenos Aires, Argentina, Brazil, and Mexico, alongside print advertising and social media platforms.
These impactful visuals were meticulously developed by extracting images of logos from actual crushed cans. Employing various techniques such as mechanical presses and vacuums, the cans were crushed to produce unique interpretations of the world’s most recognizable logo. This ambitious project showcases a distinct logo for each OOH execution, reflecting the diverse ways individuals crush their cans before recycling. A documentary film capturing the creative process is set to debut later this month.
Islam ElDessouky, global vice president creative strategy and content at Coca-Cola comments, “At Coca-Cola, we aim to have a world without waste. We are working to innovate our products towards our global goal of making 100% of our packaging recyclable by 2025. We also aim to collect and recycle a bottle or can for each one we sell by 2030, and we have a unique opportunity to use our marketing to send a powerful message and bring consumers along our journey. ‘Recycle Me’ calls for us all to recycle wherever possible.”
The campaign was developed by WPP Open X, led by Ogilvy New York and supported by Ogilvy PR.
The OOH global campaign launched in Latin America from 4th April 2024.
