Coke wanted to remind the public of the benefits of recycling – that it is 20 times more efficient to recycle a can than to produce one from scratch and produces 20 times less CO2.
Coke commissioned artist Robert Bradford to create a 50-metre sculpture made solely out of recycled aluminium cans. Dubbed ‘Precious Metal’, the sculpture was unveiled at its location on the Sussex Coastline to mark the start of Recycle Week (22 -28th June).
It took over a week to complete and is 50 metres in length.
The finished structure, a recreation of a classic 1949 Coke billboard of a bikini-clad woman relaxing in the sun, is the world’s biggest recycled artwork. Bradford led a team of artists on the project that can only be fully viewed from the air.
For the campaign Coke teamed up with the Waste and Resource Action Programme (WRAP). Together they have installed 20 active Recycle Zones, designed to make it easier to recycle bottles and cans when out and about, around the UK. A further 60 are planned for 2011.
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