I consulted to Livity on their Coke recycling pitch and joined as Head of Concept and Strategy when we beat Iris to win it.
The brief: how to use the Coke brand to encourage people to recycle plastic Coke bottles.
Our answer: Celebrate recycling by setting up spontaneous recycling stunts. Train a team of young ‘Coke Content Creators’ to capture the stunts. Mix this with youth created and curated lifestyle content and share in a ‘sparkling stream of fresh content’ that communicated and normalised recycling.