可口可樂最近打破了標志性設計的規則。
邁出創新的一步，宣布啟動一項全球戶外廣告活動“Recycle Me”，由WPP Open X發起，Ogilvy New York牽頭，以激勵人們將回收利用作為可口可樂日常體驗的一部分，首先在阿根廷、巴西和墨西哥等拉丁美洲推出。
“Recycle Me”展現了變形的logo，代表消費者在送去回收后被壓碎的罐身形式。但它們不是簡單地讓設計師在 Photoshop 中使用變形工具制作的，奧美表示，創意團隊使用機械壓力機和真空吸塵器對瓶身進行物理壓碎，并捕捉到由此產生的可口可樂logo的真實扭曲。
視頻
可口可樂全球創意戰略和內容副總裁 Islam ElDessouky 評論道：在可口可樂，我們的目標是創造一個沒有浪費的世界，到2025年實現100%的包裝可回收。我們還計劃到2030年實現1：1的回收率，即銷售的每一瓶都能回收，努力引領一場可持續發展革命。
海報
戶外廣告牌
項目信息
品牌/廣告主
Coca-Cola 可口可樂
營銷機構
Creative Agency 創意代理商
WPP Open X
參與者
獎項榮譽
2025
D&AD Awards
Art Direction | Press
Wood Pencil
2025
D&AD Awards
Press & Outdoor | Press Campaigns
Wood Pencil
2025
D&AD Awards
Art Direction | Outdoor
Graphite Pencil
2025
D&AD Awards
Press & Outdoor | Poster Campaigns
Wood Pencil
2025
CLIO Awards
Print | Print
Gold
2025
CLIO Awards
Design Craft | Art Direction
Gold
2025
CLIO Awards
Out of Home | Billboard
Grand
2025
CLIO Awards
Print & Out of Home Craft | Art Direction
Gold
2025
CLIO Awards
Out of Home | Poster
Silver
2025
The One Show
Print & Promotional | Newspaper - Series
Gold Pencil
2025
The One Show
Print & Promotional | Craft - Art Direction
Silver Pencil
2025
The One Show
Print & Promotional | Craft - Typography
Merit
2025
The One Show
Out of Home | Craft - Typography
Merit
2025
The One Show
Out of Home | Craft - Art Direction
Gold Pencil
2025
The One Show
Print & Promotional | Newspaper - Single
Merit
2025
The One Show
Out of Home | Billboards & Transit - Series
Silver Pencil
2025
The One Show
Out of Home | Billboards & Transit - Single
Bronze Pencil
2025
The One Show
Out of Home | Billboards & Transit - Single
Merit
2024
Cannes Lions
INDUSTRY CRAFT | Art Direction | Art Direction: Brand & Communications Design
Gold
2024
Cannes Lions
PRINT AND PUBLISHING | Culture & Context | Social Behaviour & Cultural Insight
Grand Prix
2024
Cannes Lions
OUTDOOR | Billboards: Sectors | Consumer Goods
Gold
2024
Cannes Lions
OUTDOOR | Posters: Sectors | Consumer Goods
Bronze
2024
LIA
Print | Beverages
Silver
2024
LIA
Print | Craft - Art Direction Campaign
Gold
2024
LIA
Billboard | Craft - Art Direction Campaign
Gold
2024
LIA
Billboard | Consumer Campaign
Gold
2024
LIA
Poster | Craft - Art Direction Campaign
Gold
2024
LIA
Print | Consumer Campaign
Gold
2024
LIA
Billboard | Beverages
Silver
2024
LIA
Poster | Beverages
Silver
2024
LIA
Design | Direct Marketing - Consumer Campaign
Bronze
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