Under the tagline "Empty bottles also matter," the Coca-Cola campaign puts the circular economy in the spotlight.
Commissioned by the creative agency Ogilvy Bucharest, the renowned team at Macri Studio handled the photography and elaborate post-production for Coca-Cola.
The campaign breaks with the usual, highly polished product presentations: A carelessly discarded, visibly crushed Coca-Cola bottle lies in the middle of a pristine, white snowscape against a monumental mountain backdrop.
The interplay between untouched nature and the unmistakable red plastic waste creates the image's impact. The minimalist and typographically striking design is complemented by the unambiguous call to action "HELP US RECYCLE" and the campaign hashtag #NEVERSETTLE, which encourages consumers worldwide to recycle empty packaging.
Macri Studio is represented by the agency ANDREA HEBERGER.