|Title||COKE 2ND LIFE CAPS|
|Product / Service||COKE 2ND LIFE FREE BOTTLE CAPS|
|Category||A06. Promotional Items|
|Entrant||OGILVY BEIJING, CHINA|
|Entrant Company||OGILVY BEIJING, CHINA|
|Advertising Agency||OGILVY BEIJING, CHINA|
|Production Company||FATMAN FILMS Ho Chi Minh City, VIETNAM|
|Granham Fink||Ogilvy Beijing||Creative Director|
|Juggi Ramakrishnan||Ogilvy Beijing||Creative Director|
|Wilson Chow||Ogilvy Beijing||Creative Director|
|Jiankai Lu||Ogilvy Beijing||Creative Director|
|Juggi Ramakrishnan||Ogilvy Beijing||Copywriter|
|Chenghao Xie||Ogilvy Beijing||Art Director|
|Morris Ku||Ogilvy Beijing||Art Director|
|Yongqiang Hu||Ogilvy Beijing||Art Director|
|Gan He||Ogilvy Beijing||Art Director|
|Xiaohang Liu||Ogilvy Beijing||Photographer|
|Morris Ku||Ogilvy Beijing||Camera Operator|
|Morris Ku||Ogilvy Beijing||Video Editor|
|Jeff Wong||Ogilvy Beijing||Head Of Tv Production|
|Lin Ma||Ogilvy Beijing||Agency Producer|
|Tony Liang||Ogilvy Beijing||Agency Producer|
|Chenghao Xie||Ogilvy Beijing||Designer|
|Soonguan Poh||Ogilvy Beijing||Designer Director|
|Tracy Wu||Ogilvy Beijing||Production Coordinator|
|Andrew Kwan||Maxx Marketing Inc.||Production Director|
|Eric Cheng||Maxx Marketing Inc.||Production Manager|
Our challenge was to find low-cost and practical ways to upcycle Coke plastic bottles and give them a new lease of life. These repurposed Coke bottles needed to fit with Coke’s brand image and spirit of spreading happiness.
As part of its global sustainability program, Coke is looking for more and better solutions to reduce the use of plastic and increase re-use and recycling in Asia.
We created 16 caps designs that would transform the used Coke bottles into water squirters, paintbrushes, bubble-blowers, pencil sharpeners, rattles, whistles, night-lights, dumbbells, soap dispensers, soy-sauce bottles, ketchup bottles, salt and pepper shakers and even plant water-sprays. These caps were to be given away with product purchase.
In our test market study, the people that came across this activity were delighted at how this extended the life of a Coke bottle imaginatively. Amidst the fun, there was always a moment of pause where the sustainability message clicked with them. They were putting the Coke bottle to great use in its second life...and yet they were also preventing it from going right into a landfill.