Coca-Cola on recycling, summer 2019
This brand activation is one of several livewall has built for Coca-Cola Nederland with Amsterdam activation agency Chase. In summer 2019 a tower stood on the large festivals, and every cup posted through it set something off.
What happened when you binned something
The tower stood on the festival grounds through the summer of 2019. It had holes in it, and waste went through a hole.
A custom-built sensor system registered that, and what followed was deliberately out of proportion. A smoke machine, a bubble machine, and audio effects. Small effort, loud response.
Who built which part
livewall has worked with Chase, an activation agency in Amsterdam, on interactive activations for Coca-Cola Nederland for several years. This one came out of that standing arrangement.
For this activation stage builder BM Projects built the structure, and livewall did the software and the technology. So the tower is a stage build with a sensor system inside it, not a screen dressed up as furniture.
Why a bin at all
Coca-Cola went hard on recycling that summer, and a festival is where its packaging ends up on the ground.
Turning disposal into the fun part makes somebody notice what they are throwing away. That was the stated aim: to make users aware of the waste they produce.
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