The campaign leverages public spaces to communicate the brand message.

The Coca-Cola logo is recognized by 94% of the world’s population. That, coupled with it’s incredible media reach, puts the brand in a unique position to have a major impact. This work was created to encourage recycling on a mass scale and remind people that sustainability is collective responsibility while renovating the Coca-cola pledge and program to reach a more sustainable future.

Coca-Cola aims to have 100% of their packaging recyclable by 2025 and recycle a bottle or can for each one they sell by 2030. The objective was to use the brand’s famous identity to have the biggest possible impact. The campaign is rolling out globally starting with Latin America and North America, including some of the biggest and most famous OOH placements on Earth, print in several newspapers, social media, and digital video.

‘Recycle Me’ received over 140 million impressions in just the first week. The work was covered extensively in trade publications as well as mainstream coverage. The campaign is rolling out globally and launched in Latin America at the end of Q4 with results still being collected at time of submission.