The Sign

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