The One Show
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Category
Billboards & Transit / Single
Annual ID
OS25_OH051M
Background
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, printed in several newspapers, social media, and digital video
Creative Idea
Coca-Cola aims to recycle a bottle or can for each one they sell by 2030. The Coca-Cola logo is recognized by 94% of the world’s population. The objective was to use the brand’s famous identity to telegraph the importance of recycling in the most impactful way. So, we decided to break our very strict brand guidelines and crush Coca-Cola’s iconic logo to inspire people to recycle every single can.
Insights & Strategy
Whether you do it on your own to make room in your recycling bin, or it’s done with a press at a recycling plant, every Coca-Cola, bottle or can will be crushed as part of the recycling process. Our key message is the same one that has been on the side of every Coca-Cola product for years: RECYCLE ME. It’s a call to action to encourage recycling on a mass scale.
Execution
The Coca-Cola logo is recognized by 94% of the world’s population, so wanted to use it to have the greatest possible impact. We used a variety of methods to crush the cans, including by hand, a recycling plant press, and even a vacuum. Each logo was extracted and everything unnecessary was removed. We even recycled the RECYCLE ME call-to-action which is taken right off the side of the can. Of course, no two recycled cans are exactly the same, and neither are our designs.
Results
'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.
2025 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy / New York
Agency In-House Production Company
Hogarth / New York
Production Company
LOBO / New York
Chief Creative Officer
Samira Ansari
Chief Strategy Officer
Anibal Casso
Creative Director
Francesca Ferracini
Alice Teruzzi
Executive Creative Director
Andrew Hunter
Global Chief Creative Officer
Liz Taylor
Producer
Vitor David
Strategy Director
Margaret Dick
Creative Strategist
Yanina Bentancor
EVP & Global Chief Marketing Officer
Manolo Arroyo
Executive Producer
Dena Lenard
Su Constantine
Zach Pollakoff
Global Deputy Chief Creative Officer
Joe Sciarrotta
Global Executive Creative Director
Guillermo Vega
Senior Art Director
Woo Jae Yoon
Senior Copywriter
Peter MacInnis
Account Supervisor
Eva Lampell
CEO, LATAM
Horacio Genolet
Chief Marketing LATAM, The Coca-Cola Company
Claudia Navarro
Creative Ops & PM
Justin Gitterman
Director, Brand Public Relations
Amy Selwood
Director, Trademark Counsel
Manuel Salgado
Front Line Marketing Director, Argentina & Uruguay
Gabriela Carracedo
Maria Victoria Castagnino
Global CEO, Ogilvy PR
Juliana Richter
Global Client Lead
Liam Parker
Global Head of Consumer PR
Matt Buchanan
Global Vice President Creative
Islam ElDessouky
Global VP of Integrated Marketing Experience (IMX)
Vijay Parasuraman
Head of Consumer PR
Jane Fearly
Head of Production
Dave Rolfe
Internal Comms & Brand PR South Latin Coordinator
Rodrigo Mascarenhas
Manager Media Planning, South Zone LATAM
Florencia Ciani
Managing Partner
Luis Ribeiro
Marketing Director, Brand Lead Brazil
Mariana David
President, Global Coca-Cola Company
Selman Carega
Public Affairs Sr Manager
Silvina Bianco
Senior Content Director, Coca-Cola
Yugo Motta Aragao
Senior Director Creative Strategy Coca-Cola LATAM
Luciana Mendes
Senior Director I, Trademark Counsel
Leah Feinman
Senior Director Legal Counsel
Charlotte Murphy
Senior Director Media Consumer & Shopper South Zone LATAM
Carla Dart
Senior Director, Content & Creative, Coca-Cola
Chase Abraham
Senior Director, Sustainability Communications
Ana Zenatti
Senior Manager, Coca-Cola Creative
Pauline Enahora
Senior Media Manager
Maria Luisa Kruel
Vice President of Marketing Coca-Cola Trademark
Ulises Ramírez Bourget
WPP Open X CEO
Laurent Ezekiel
WPP Open X, Global Chief Creative Officer
Andrew Keller
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