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Brands with iconic, recognizable logos rarely do anything to alter them, nor do they let vendors disrupt the logo’s integrity. Since 75% of people recognize a brand by its logo, Coca-Cola and WPP’s dedicated Open X team felt safe taking the logo and crushing it to celebrate recycling.
As one of the world’s most valuable and recognizable brands on the planet, but one that is cognizant of its need to recycle its cans and bottles, Coca-Cola worked with Open X Ogilvy New York to inspire people to make recycling part of their daily experience with the brand.
The global OOH campaign, “Recycle Me” initially launched in Latin America and is currently running on numerous OOH and DOOH sites in Argentina, Brazil and Mexico, as well as in print advertising and on social channels. It will be rolling out in other markets over time.
The images and films depict the Coca-Cola logo after a can …