The 50-metre artwork is made from 200,000 used aluminium cans and lies on top of the chalk cliffs of the UK’s Sussex coastline. Dubbed ‘Precious Metal’, the work is inspired by a classic 1949 Coca-Cola summer poster of a woman in a swimsuit relaxing in the sun. Coca-Cola hopes that it will inspire consumers to recycle more this summer.
Coca-Cola is currently working with Waste & Resources Action Programme (Wrap) to install Recycle Zones around the UK to help make it easier for consumers to recycle their cans and bottles.
Launched a year ago, the scheme now has 20 active Recycle Zones, with another 60 on the way before 2011. The brand has also teamed up with Wrap’s ‘Recycle Now’ campaign to encourage the public to increase their recycling efforts during Recycle Week. Consumers can go to a dedicated website to make a pledge and also have the chance of winning a bespoke recycled sculpture from Robert Bradford, the lead artist behind the project.
Coca-Cola citizenship manager, Liz Lowe, said: “We want to inspire people to think twice about binning their empty bottles and cans. An empty drinks can that you recycle today could be back on the shelf as a brand new one in just six weeks.”
At the end of the week, all the cans will be recycled, which will save enough energy to power a television constantly for 70 years, Coca-Cola said.
‘Precious Metal’ is one of Coca-Cola’s initiatives to improve the rate of drinks can recycling. In conjunction with Wrap, Coca-Cola is looking to roll out 80 on-the-go recycling zones by 2011, the most recent being at Manchester Airport.
Source: Be More Eco
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