“Recycled Records”
Coca-Cola approached us to help transform their brand narrative.
Coca-Cola announced that they would be transforming their brand by
2025 to be 100% recyclable.
i mainly worked on research but ultimately landed on the focus of
designing a campaign strategy that was modern, innovative and approachable.
M&C Saatchi ended up working with musicians Madlib and Mark Ronson.
Coca-Cola announced that they would be transforming their brand by
2025 to be 100% recyclable.
i mainly worked on research but ultimately landed on the focus of
designing a campaign strategy that was modern, innovative and approachable.
M&C Saatchi ended up working with musicians Madlib and Mark Ronson.
I mainly managed primary and secondary research, but also presented competitive audits to our internal brand and strategy team to help gather insights and key research findings that supported our initial approaches to creating innovative design solutions.
Our insights that drove this strategy:
- How can we foster an emotional connection by creating a compelling and positive vision of the future?
- What does a World Without Waste actually look like?
- Invite consumer engagement by making solutions Fun, Easy, and Social.
- How do we form a community?
- How might we make it easy for advocates to show support?
- How can we authentically live up to values.
Ultimately, our resulting campaign utilized the sounds of plastic bottles being recycled
to serve as a sample to the melodies and beats our musical talent Madlib and Mark Ronson created.