STEAL ME
COCA COLA
Concept: Breno Chiavelli and Laura Hallensleben
Art Direction: Breno Chiavelli
Copy: Laura Hallensleben
CULTURAL BACKGROUND
People love stealing posters from the street that they think are cool.
Hence giving these posters a new lease of life in their homes, rather than
ending up in the trash.
THE INSIGHT
OOH placements that promote recycling usually end up in the trash
themselves. How can we make recycling adverts themselves more
sustainable?
THE IDEA
We promote recycling Coca Cola cans and bottles by creating recycling
posters that look like something you would want in your home – then
challenge people to steal them.
THE EXECUTION
In partnership with young and emerging artists and creators, we create
an exclusive drop of posters that use recycled Coca Cola cans. Then, we ask
everyone to steal them, rather than letting these posters go to waste
too.
BRAND CONTEXT
Coca-Cola is always looking for creative campaigns that encourage recycling and highlight the brands commitment to giving cans a second life.