How Coca-Cola will tackle littering at The Drum's Do it Day 2016
Coca-Cola plans to spotlight Glasgow’s bins in a prank TV-style campaign for Do It Day 2016. Liz Lowe, the brand’s corporate responsibility and sustainability manager, explained how the winning idea from Plan It Day will encourage people to recycle more.
Coca-Cola wants to roll out an initiative to help combat Britain’s litter problem, so on Plan It Day, the drinks giant called on creatives to develop a campaign that will encourage people to litter less and recycle more. Part of the winning execution will be implemented during the 24-hour challenge on Do it Day, while the full strategy is set to launch in Scotland in 2017.
The winning idea will see special bins placed around Glasgow city centre with trained cameras focused on them as part of a live broadcast, which will be streamed on its own microsite. Tapping into both the ‘slow tv’ real-time video trends which helped seemingly insignificant happenings like Drummond Puddle Watch gain mass viral popularity, the push will also run across social channels and could also appear as ad break takeover on TV.
The bin ‘character’ at the heart of the initiative will be run as a social media personality, and to keep viewers amused and intrigued it will ‘perform’ live Trigger Happy TV-style pranks randomly; like standing up and following litterbugs or sticking a hand out of the bin to high-five conscientious pedestrians. Additional expansions could also see digital posters beside the bins that show live footage of people using them overlayed with text depicting phrases used to rationalise dumping trash like ‘nobody saw me’.
Learn more about Do It Day 2016 here, and book your ticket for 10 November here.
Winning team: Alexei Awan, art director, Rapp; Ashley McPherson, producer, STV Creative; Jessica Davis, editorial account executive, The Drum Network; Natasha Freedman, senior copywriter, OgilvyOne.