Coca Cola struggles with
plastic waste - and gave us 24 hours to deliver.
As one of the worlds leading plastic waste producers, the brand constantly searches solutions on how to minimize their environmental impact.
Entering the 2019 Creativity for Change Contest, hosted, by McCann, within an exciting time frame, I created a concept, as well as a look and feel that not only impacts and kickstarts a new consciousness in consumers but also turns the global player into a global role model.
Client:
McCann & Coca Cola
Services:
Campaign Design & Strategy
Assignment:
Competition / Pitch Winner
Case Study
Especially young consumers increasingly put emphasis on sustainability and expect food and beverage brands to push for change.
Yet the common ruck isn't using the already existing recycling systems and packaging alternatives sufficiently.
the answer -
humans are."
Instead of creating another sustainable packaging that won’t ever make it to your local supermarket, I decided to pursue a different approach.
Bet you never liked that teacher at school who was eager to force stuff into your mind without sparking any interest or joy for the subject first - Let’s make sure Cola isn’t that teacher !
To create change in cooperation with consumers I firmly believe in some of the brands main ingredients that made it a success for centuries; empathy, unity and sharing. Just like the nostalgic Christmas ad.
When a coke should be shared , so should be the task of saving the world, right ? To round off the recipe, we add the worlds most effective learning method; having fun while playing a game and competing.”
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Score For Future
Create viral challenges on social media about recycling your coke in style.
Free throws like the NBA, penalties like footbal or just a random fun trickshot; make sure its fancy!
Concept Sketch
Smart Bins
The bin design encourages to "score" and can be altered to suit the topic of any happening sponsored by coke eg the FIFA Euro 2020.
Roadmap 2020
Coca Cola declares the Worlds first recycling Championship as part of the FIFA Euro 2020 campaign. The recycling statistics for each country derive daily from the smart bins.
Price incentives and multi channel marketing spark interest in the brands message about reducing waste together.
App Concept
Focus on integration of green content and giving users value to ensure downloads.
Live Rankings
Updated daily via smart bins.
Instagram Ads
Highlight the actual purpose and core topic of the campaign
Landing Page
Euro 2020 theme (concept)
OOH
Bold headlines that link event and environmental topics.
OOH
Coca Cola struggles with
plastic waste - and gave us
24 hrs to deliver.
Client:
McCann & Coca Cola
Services:
Campaign Design & Strategy
Assignment:
Competition / Pitch Winner
As one of the world leading plastic waste producers, the brand constantly searches solutions on how to minimize their environmental impact.
Entering the 2019 Creativity For Change contest hosted by McCann within and exciting timeframe, I created a concept as well as a look and feel that not only impacts and kickstarts a new consciousness in the consumer but also turns the global player into a global role model.
HUMANS ARE.”
