sending...Coca-Cola’s CSR teams must be working extra hard to beef up their recycling “street” cred. The company has commissioned giant monuments made entirely of Coca-Cola crates to be constructed across South Africa. The aim of the project, developed by Porky Hefer Creative Consultancy, is to raise awareness of recycling in South Africa.
“Elliot” the name given to the crate monument below is nearly 60 feet tall, weighs around 27 tons and it’s made out of 4200 plastic Coke crates.
This is a brilliant initiative by Coke. The concept itself is not new. Coca-Cola used a similar monument during the Football World Cup in South Africa but for advertising and branding purposes. This time round, overt branding has given way to raising awareness of the importance of recycling the ubiquitous plastic bottles that litter the streets of most African cities and towns.
