Developed by advertising agency AlmapBBDO to promote AmBev‘s Antarctica beer, the project invited revellers at the annual carnival in Rio de Janeiro to hold onto their cans – rather than discarding them in the street – until the event had finished. When they arrived at the train station a modified turnstile – fitted with a barcode reader – granted access to passengers who scanned their empty beer can and deposited it in the provided bin. The collected rubbish was then donated to a recycling NGO.
To encourage recycling in Dhaka, Bangladesh, Coke created an arcade game powered by empty plastic bottles. To play the video game, users just had to put a used bottle into the machines, which were placed in six different locations around the city. Thousands of bottles were collected, and the plastic turned into pellets for recycling. The initiative was created by Grey Dhaka as part of Coke's ongoing "Where Will Happiness Strike Next?" campaign.