Sprite / Recycled Records
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Sprite / Recycled Records /
Context
The Coca-Cola Company switched their green plastic bottles to clear ones to extend their life from a recycling perspective. Without context, consumers were unhappy with the color change. So, Sprite asked us to help them explain why.
Insight
Plastic recycling is not unlike sampling, a musical production technique that involves chopping up old audio to create new sound. Sampling has come to define modern music (click for link) - a key passion point for the brand’s target.
Campaign
We partnered with Mark Ronson and Madlib to create the first ever EP made entirely out of the recycled sounds of recycling. We then released the beat backs to the public via a digitized 808 drum machine so fans could do some musical recycling of their own.
Step 01
First, we visited various facilities in The Coca-Cola Company’s recycling chain to record ambient noise like a bottle being melted, a forklift beep, or a machine crushing plastic, capturing content throughout to use in the creation of launch assets.
Step 02
Then we refined these ambient sounds into musical building blocks (drum kicks, hi-hats, treble hits, etc), and created four sample packs, each themed around one stop on the recycling chain.
Step 03
The sample packs were provided to Mark Ronson and Madlib who, together, created an original EP made entirely from the sounds of recycling.
Step 04
Lastly, we built a digitized 808 drum machine (the first of its kind) with the samples so consumers could engage with musical recycling to better understand its plastic counterpart.
Impact
The result was the first recycling-based campaign by The Coca-Cola Company to be positively received by the internet. Also, we did all of this in six weeks!
Production credits include WORKS.Studio, Andre Bato Films, Charles Van Kirk, Stelios Phili, and more.