The world is choking on waste. Data is disheartening as 80% of the material that now lies in a landfill or in our oceans could have had a new life, if separated properly in the first place. But research about consumers’ behavior also reveals that people are already willing to recycle: they just need a little push. In fact, separate collection goes up by a whopping 141% just by making the appropriate bins easier to find.

That’s why Coca-Cola transformed selected billboards into simple, yet iconic signs that pointed to the closest recycling bins available nearby, putting them in the spotlight for everyone to see. This way, easy-to-find became easy-to-use.The minimal design of each sign was based on Coca-Cola’s most iconic visual element, the Ribbon. To avoid cluttering the city with additional material, each media space was carefully selected on the basis of its potential to put a nearby, pre-existing or new recycling bin in the spotlight.

The campaign involved 22 major cities in Central and Eastern Europe, also making its appearance in music festivals such as Bulgaria’s Happy Energy Tour. First results show already that the 85% of cans have been collected separately, a significantly +48% in comparison with the previous year.