Coca-Cola’s latest global campaign, “Recycle Me,” isn’t your average sustainability message. Created by WPP Open X and Ogilvy New York, the brand used crushed cans to spell out a powerful call-to-action, literally turning waste into a visual reminder.
These striking creatives featured across billboards, digital screens, and social media, starting in Latin America with global ambitions. The campaign aligns with Coke’s “World Without Waste” initiative, which aims to make all packaging recyclable by 2025.
The work swept top honors at Cannes Lions 2024 and Clio Awards, with industry praise for its art direction and impact. But while it earned creative applause, environmental groups weren’t entirely sold, calling out potential greenwashing.
Key Takeaway
A strong creative push for recycling, Coca-Cola’s “Recycle Me” makes sustainability impossible to scroll past, but public trust demands action beyond the ad.