The Sign

Entry code: C26002GD19Agency: Publicis Italy, MilanAdvertiser / client: The Coca Cola Company
Group: C OOH (Out of home), C26 Corporate advertising

Creative idea

The world is choking on waste. Data is disheartening: 80% of what we throw away could have a new life, if only separated properly. But research reveals people are already willing to do so: separate collection goes up by 141% when appropriate bins are made easier to find. That’s why Coca-Cola transformed its most iconic visual element, the Ribbon, in billboards that pointed to the closest recycling bins, turning easy-to-find in easy-to-use. The campaign involved 22 different major cities. First results show that 85% of cans have been collected separately, a significant +48% in comparison with the previous year.

  • Brand name: The Coca Cola Company
  • Advertiser / client: The Coca Cola Company
  • Product / service: Coca Cola
  • Campaign name: The Sign
  • Agency network: PUBLICIS
  • Agency: Publicis Italy, Milan
  • Executive creative director: Davide Boscacci
  • Art director: Andrea Raia
  • Copywriter: Matteo Gatto
  • Account director (agency): Lorenza Montorfano, Marcia Carneiro
  • Illustrator: Davide Barco
  • Additional company: CCO Publicis WW & CCO Publicis Groupe Italy - Bruno Bertelli CCO Publicis Italy - Cristiana Boccassini CEE Portfolio and Growth Director - Romain Maillard CEE IMC Director - Dmitry Muzychenko CEE Content Excellence Director - Monica Alvarez CEE Content Excellence Manager - Desirèe Ferrari CCO Publicis Groupe Romania and Central & Eastern Europe - Jorg Riommi