Coca-Cola "Open, taste, recycle with us" by Publicis Italy

Coca-Cola has made recycling bins easier to find with its new billboards.

The ads, running in central and eastern Europe as well as the Bulgarian music event Happy Energy Tour, use the ribbon from Coca-Cola’s bottle to point to the nearest collection bin. The brand has committed to produce 100% recyclable packaging by 2025. The work was written by Matteo Gatto and art directed by Andrea Raia at Publicis Italy.