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Coca-Cola announced the launch of a new global OOH campaign ‘Recycle Me’ to inspire people to make recycling part of their daily Coca-Cola experience. 

Launched initially in Latin America, ‘Recycle Me’ sees the brand unveil a series of powerful OOH creatives which depict the Coca-Cola logo after a can has been crushed during the recycling process. This telegraphic and impactful visual, with the ‘Recycle Me’ call to action taken right from the side of the can, is designed to put recycling front of mind and encourage the consumer to take positive action after consuming a can of Coke.

The latest campaign is an innovative effort by Coca-Cola to motivate consumers to recycle their used Coke cans, supporting the company's ‘World Without Waste’ strategy. Using the power of Coca-Cola's iconic and globally recognized logo, the new ‘Recycle Me’ campaign helps promote the idea that sustainability is a collective responsibility and to encourage recycling on a mass scale.

Developed by WPP Open X, led by Ogilvy New York, the creatives will be showcased on numerous OOH and DOOH sites in Buenos Aires, Argentina, Brazil and Mexico, as well as in print advertising and on social channels. 

The impactful assets were created by extracting images of logos from real crushed cans. Using a variety of techniques like mechanical presses and vacuums, cans were crushed to make unique spins on the world’s most iconic logo. The ambitious project uses a unique logo for each OOH execution, mimicking the different ways people crush their cans before recycling them. A film documenting the process will launch later this month.

Islam ElDessouky, Global Vice President Creative Strategy & 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.”

“Encouraging the world to recycle by ‘crushing’ the world’s most recognizable logo creates an important call to action. The logo is so recognizable that people instantly know what they’re looking at even when they see a version of it that looks like it has been ‘crushed’ as part of the recycling process. It’s a real honor every day to work for Coca-Cola and I want to thank our brave partners for allowing us to keep pushing the design of such an iconic brand for this initiative”, adds Guillermo Vega, Global Creative Network Lead at Ogilvy.

The campaign was developed by WPP Open X, led by Ogilvy New York and supported by Ogilvy PR.