Coca-Cola needed to attract target consumers entering the category and increase brand love with their younger audience while delivering a strong recycling message. To authentically show up in the lives of the next-gen during their busy summer months, Coca-Cola activated across the big Belgian summer festivals.
We created an engaging booth to inspire teens to trade empty Coca-Cola bottles for shareable experiences and recycled goodies. First, we built the Big Air: a 10-meter high waterslide at the Belgian Lakes. Consumers could access the waterslide after exchanging their empty Coke bottles to be recycled.
To spread the recycling message even further, we transported festival goers from the campsite to the festival ground in riksja bikes designed by influencers made from recycled materials in exchange for their empty bottles.
