The Coca-Cola Company
SERVICES:
Campaign Identity, Creative Direction, Graphic Design
Recycled Records is a sonic exploration of recycled sound developed in partnership with The Coca-Cola Company. Its goal is to illustrate the benefits of clear plastic vs. green plastic—and does so through the universal language of music. More specifically, it keys in on hip hop—a key passion point for the brand’s target consumer. The initiative launched with the world’s first album created from the recycled sounds of The Coca-Cola Company’s recycling chain. Made in partnership with iconic, genre-defining/defying producers Mark Ronson and Madlib. It then invited consumers to compose their own songs from the same recycled sounds used in the album’s production via a campaign microsite that featured a digitized 808 drum machine.
A COLLAGE HOMAGE
There was an opportunity to recycle creativity within the design and art direction of the campaign. More specifically, we were able to combine the various points of inspiration—bottle packaging, recycling graphics, vintage advertising, & show posters. We sampled these artifacts to create a dynamic piece of art that equals more than the sum of its recycled parts.
THE FLY POSTER WALL
We created our own fly poster wall, where we could post our own brand visuals to spread the campaign message. The wall is at its best when it’s a swirl of imperfect chaos. Some of the art gets torn or falls away. It gets vandalized. Something new gets posted atop. And then it’s vandalized again. There’s an evolution—and a revolution—going on, where we’re constantly building on everything that came before to make something new. It’s a visual expression of the how the sampling process in music works.
PAST. PRESENT. FUTURE.
We divided our design approach into three chapters: past, present, & future. The past features a wall full of heritage ads, recycling initiatives, and product design from Coca-Cola’s archives. The present speaks to the current brand and label design for the featured products. And the future focuses specifically on the campaign’s launch via 20 unique show flyers created to help spread the word.
A LOGO MEDLEY
The campaign included a number of stakeholders, all of which needed their branding and logos included in some fashion. Everything was unified under the Recycled Records campaign logo. We then developed a suite of other marks to accent the various brands making the switch from green to clear.
LAYERING TOOLKIT
We built out a layering toolkit for the web & video teams so that they could really bring the concept to life. The kit assembles an ever-changing backdrop that serves as the foundation for the rest of the visual storytelling.
Commissioned by M&C Saatchi Sport & Entertainment. © The Coca-Cola Company.