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Big win for Ogilvy’s Coke can crush

THE PRINT & Publishing Jury celebrated the return of big brands to the category by awarding the 2024 Grand Prix to ‘Recycle Me’, an Ogilvy New York campaign for Coca-Cola.

‘Recycle Me’ is based around a series of striking images that depict the Coca-Cola logo after a can has been crushed during recycling. A range of visuals is juxtaposed with the ‘Recycle Me’ call to action to put recycling front of mind for the consumer after drinking a can of Coke.

Using a variety of techniques like mechanical presses and vacuums, cans were crushed to make unique spins on the brand’s logo. Each execution features a distinctive but recognisable logo.

Jury President John Raúl Forero, president and chief creative officer, DDB, Colombia, praised the simplicity and purity of the work. “This piece of work has potential to be iconic,” he said. “It will be remembered in five or 10 years’ time.”

Forero said the Jury was looking for entries which showed braveness, storytelling and the use of tech to take the category in new directions. He also reiterated the point that big brands had done a “fantastic job” this year in utilising the medium.

Emphasising this point, there were Gold Lions for Stella Artois, Magnum, L’Oreal and Coca-Cola — for a separate campaign called ‘Thanks For Coke-Creating. The L’Oreal win was for a product called Mizani and originated with DDB Latin Puerto Rico. 


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