“Recycle Me” for The Coca-Cola Company, created by WPP Open X, led by Ogilvy New York and supported and activated by Ogilvy LATAM, Ogilvy PR and EssenceMediacom, won a Grand Prix in the Print & Publishing category.
It is Coca-Cola’s first Cannes Lions Grand Prix in a decade. The campaign unveils a series of powerful images that 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 campaign also took home a Gold Lion in the Outdoor category.
Guillermo Vega, Ogilvy’s Global Creative Network Lead for WPP Open X, said: “One of the reasons the Coca-Cola brand is globally recognizable is its distinctive logo and packaging. This concept utilized those strong brand elements, specifically highlighting the ‘Recycle Me’ message found on every can. Typically, a brand’s logo is considered untouchable, so the idea of altering it is bold. However, even after crushing the logo in various ways, it remained identifiable, presenting a unique opportunity.”
Samira Ansari, Chief Creative Officer of Ogilvy New York, added: “We believed this was a unique way to celebrate the brand’s iconicity while promoting a key initiative for Coca-Cola: encouraging consumers to recycle their used Coke cans. We are incredibly grateful to our brave clients for supporting and championing creativity in all its forms—even crushed ones.”
