Coca Cola: Recycle Relay

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During my second year with Dentsu, I was selected to represent Singapore in a Dentsu APAC Young Innovator's Workshop. We were paired with a buddy from Dentsu Japan, to work together on a brief and present it to a board of Creative Directors. Selected projects were then presented to Coca Cola (Coke).

The brief was to encourage the recycling of Coke bottles and cans, and for Coke to be seen as leading the conversation on sustainability.

We realised that people who wanted to recycle believed in the idea of being a part of something bigger than themselves. Recycling one bottle may not make a difference, but together, it would make a difference to climate change. In the same way, the Olympics hinged on this feeling of collective national pride - that you were a part of something bigger than yourself.

During the year (2019, pre-Covid) of this brief, we realised Dentsu Japan was the exclusive partner of the Tokyo 2020 Olympics, and Coke was also the worldwide Olympic Partner. With that in mind, we set out to create a collaboration that only Dentsu and Coke could realise at the Olympics.