The objective of the work was to use the brand’s famous identity to telegraph the importance of recycling. The execution applies design, art direction, and visual execution techniques.

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.

The design highlights the unmistakable iconicity of the Coca-Cola logo, a symbol so deeply ingrained in our culture, that even when crushed, it's instantly recognizable with minimal visual cues.

We started by meticulously extracting and extrapolating the logos from hundreds of authentic crushed Coca-Cola cans. The outcome is a simple layout: a singular crushed logo evoking immediate recognition, complemented by a line urging action—"RECYCLE ME," also extracted from the can design.

Just as each recycled can possesses its own distinct character, our prints and posters are unique, ensuring no two are exactly alike.