これは欲しい!コカ・コーラの空ボトルが超絶便利ツールに生まれ変わるセットが大人気


コカ・コーラと世界三大広告代理店の1つ、オグルヴィ・アンド・メイザーによる"アップサイクリング(不要になったものに新たな価値を加え、より良いものを作り出す)"キャンペーンが「かなり使える」と話題だ。


コカ・コーラ社では地球環境を考えるキャンペーン"2nd Lives(意訳:新たな活躍の場)"の一環として、「コーラを飲み終わって空になったペットボトルに2nd Livesを与えよう」と、ベトナムで商品を購入した人に数種類のボトルキャップセットを配布した。

キャンペーン動画ではセットをもらって嬉しそうな子供たちの姿が。遊び道具としては水鉄砲や赤ちゃんのでんでん太鼓、シャボン玉セットとして、さらに学校ではインクを入れてマーカーや、鉛筆削りとして大活躍する。大人には霧吹きやシャンプーボトル、調味料入れとしても重宝されたようだ。全16種類というキャップの形状は、映像の1分22秒あたりで登場する。

https://www.youtube.com/watch?v=rWgCQgzJOU4


今年の3月にスタートしたこのプロジェクトは、ベトナムだけで4万ものキャップセットを配布。映像を見た人々からは

「これはいいアイデアだ」
「このキャップセット、僕も欲しい」
「(空のボトルをどう使おうか)想像力をかき立てられるね」
「効果的なCMだ」
「ダンベルとして使ってるのには恐れ入ったよ」
「道端にポイ捨てするよりもずっといいね」

と好意的な声が多く寄せられている。

コカ・コーラ社の東南アジア担当ディレクター、レオナルド・オグレディ氏は「我々は常に、世界中でプラスティックの使用を減らし、リサイクルを促進するより良い方法を模索しています」とコメント。オグルヴィ・アンド・メイザー中国法人のエグゼクティブ・クリエイティブ・ディレクター、ジャギ・ラマクリシュマン氏も、このアイデアは世界各地で注目を集めると話している。今後はインドネシアやタイ、中国でも配布するそうだが、日本での展開にも期待したい。

【参照リンク】
・Coke Turns Empty Bottles Into Paintbrushes, Lamps, Toys | CMO Strategy - Advertising Age
http://adage.com/article/cmo-strategy/coke-turns-empty-bottles-paintbrushes-lamps-toys/293434/
・Coca-Cola transforms used bottles into helpful tools | Marketing Interactive
http://www.marketing-interactive.com/coca-cola-transforms-used-bottle-cap-into-helpful-tools/ 

■関連リンク
比較広告が話題のペプシVS.コカ・コーラ 長く続く「コーラ戦争」の勝者は?
【ブログ】ポール・マッカートニー:一緒に北極を守ろう
【動画】おそロシアのウォッカを使ったヤバいライフハック 

7 PHOTOS
海で泳ぐイルカの姿
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これは欲しい!コカ・コーラの空ボトルが超絶便利ツールに生まれ変わるセットが大人気

ABOARD THE MANUTE'A, CA - JANUARY 30:  Bottlenose dolphins leap off the Southern California coast on January 30, 2012 near Dana Point, California. A coalition that includes Native American tribes, Earthjustice and the Natural Resources Defense Council is on the National Marine Fisheries Service for more protection for dolphins, whales, and other migrating marine animals from the use of sonar in training by the US Navy on the West Coast. Environmental groups argue that mid-frequency sonar alters the behavior of sound-sensitive marine life and, in some cases, causes fatal results. Some whales are believed to communicate across hundreds of miles of ocean through sound.

ABOARD THE MANUTE'A, CA - JANUARY 30:  People extend their hands toward bottlenose dolphins from a boat off the Southern California coast on January 30, 2012 near Dana Point, California. A coalition that includes Native American tribes, Earthjustice and the Natural Resources Defense Council is on the National Marine Fisheries Service for more protection for dolphins, whales, and other migrating marine animals from the use of sonar in training by the US Navy on the West Coast. Environmental groups argue that mid-frequency sonar alters the behavior of sound-sensitive marine life and, in some cases, causes fatal results. Some whales are believed to communicate across hundreds of miles of ocean through sound.

ABOARD THE MANUTE'A, CA - JANUARY 30:  A person inside an underwater viewing pod in the hull of a catamaran watches bottlenose dolphins off the southern California coast on January 30, 2012 near Dana Point, California. A coalition that includes Native American tribes, Earthjustice and the Natural Resources Defense Council is on the National Marine Fisheries Service for more protection for dolphins , whales, and other migrating marine animals from the use of sonar in training by the US Navy on the West Coast. Environmental groups argue that mid-frequency sonar alters the behavior of sound-sensitive marine life and, in some cases, causes fatal results. Some whales are believed to communicate across hundreds of miles of ocean through sound.

ABOARD THE MANUTE'A, CA - JANUARY 30:  Bottlenose dolphins swim ahead of the bow of a boat off the southern California coast on January 30, 2012 near Dana Point, California. A coalition that includes Native American tribes, Earthjustice and the Natural Resources Defense Council is on the National Marine Fisheries Service for more protection for dolphins, whales, and other migrating marine animals from the use of sonar in training by the US Navy on the West Coast. Environmental groups argue that mid-frequency sonar alters the behavior of sound-sensitive marine life and, in some cases, causes fatal results. Some whales are believed to communicate across hundreds of miles of ocean through sound.

ABOARD THE MANUTE'A, CA - JANUARY 30:  Bottlenose dolphins swim ahead of the bow of a boat off the southern California coast on January 30, 2012 near Dana Point, California. A coalition that includes Native American tribes, Earthjustice and the Natural Resources Defense Council is on the National Marine Fisheries Service for more protection for dolphins, whales, and other migrating marine animals from the use of sonar in training by the US Navy on the West Coast. Environmental groups argue that mid-frequency sonar alters the behavior of sound-sensitive marine life and, in some cases, causes fatal results. Some whales are believed to communicate across hundreds of miles of ocean through sound.

LONG BEACH, CA - JANUARY 29:  A fin whale spouts off the southern California coast on January 29, 2012 near Long Beach, California. A coalition that includes Native American tribes, Earthjustice and the Natural Resources Defense Council is on the National Marine Fisheries Service for more protection for dolphins, whales, and other migrating marine animals from the use of sonar in training by the US Navy on the West Coast. Environmental groups argue that mid-frequency sonar alters the behavior of sound-sensitive marine life and, in some cases, causes fatal results. Some whales are believed to communicate across hundreds of miles of ocean through sound.

LONG BEACH, CA - JANUARY 29:  Fin whales surface off the southern California coast on January 29, 2012 near Long Beach, California. A coalition that includes Native American tribes, Earthjustice and the Natural Resources Defense Council is on the National Marine Fisheries Service for more protection for dolphins, whales, and other migrating marine animals from the use of sonar in training by the US Navy on the West Coast. Environmental groups argue that mid-frequency sonar alters the behavior of sound-sensitive marine life and, in some cases, causes fatal results. Some whales are believed to communicate across hundreds of miles of ocean through sound.

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8 PHOTOS
シカゴ川を緑に染める。聖パトリックの祝日「緑の日」
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これは欲しい!コカ・コーラの空ボトルが超絶便利ツールに生まれ変わるセットが大人気

CHICAGO - MARCH 17:  Workers spread an orange powder to dye the Chicago River green before the start of St. Patricks Day Parade March 17, 2007 in in Chicago, Illinois.The river is dyed with a orange food coloring that is safe for the environment.

CHICAGO - MARCH 17:  Spectators watch as workers spread an orange powder to dye the Chicago River green before the start of St. Patricks Day Parade March 17, 2007 in in Chicago, Illinois.The river is dyed with a orange food coloring that is safe for the environment.

CHICAGO - MARCH 11:  Workers spread an orange powder to dye a downtown section of the Chicago River green to begin the city's St. Patrick's Day celebration March 11, 2006 in Chicago, Illinois. The tradition of dying the river dates back over 40 years.

CHICAGO, IL - MARCH 13:   Melissa Mazgay (L) and Amy Schultz watch as the Chicago River is dyed green prior to the annual St. Patrick's Day parade on March 13, 2010 in Chicago, Illinois. The annual St. Patrick's Day celebration has included dying the Chicago River green since 1962.

CHICAGO - MARCH 17:  Workers mix an orange powder to dye the Chicago River green before the start of St. Patricks Day Parade March 17, 2007 in in Chicago, Illinois.The river is dyed with a orange food coloring that is safe for the environment.

CHICAGO - MARCH 17:  Workers spread an orange powder to dye the Chicago River green before the start of St. Patricks Day Parade March 17, 2007 in in Chicago, Illinois.The river is dyed with a orange food coloring that is safe for the environment.

CHICAGO, IL - MARCH 13:   The Chicago River is dyed green prior to the annual St. Patrick's Day parade on March 13, 2010 in Chicago, Illinois. The annual St. Patrick's Day celebration has included dying the Chicago River green since 1962.

CHICAGO - MARCH 12:  Workers dye the Chicago River green prior to the start of the St. Patrick's Day parade March 12, 2005 in Chicago, Illinois. Chicago is celebrating St. Patrick's Day with its 50th annual parade.

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11 PHOTOS
水玉模様を描き続ける天才画家、草間彌生
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これは欲しい!コカ・コーラの空ボトルが超絶便利ツールに生まれ変わるセットが大人気

Yayoi Kusama (b. 1929), Self-Obliteration (original design for poster), 1968. Collage with gouache and ink on paper, 18 1/8 x 11 in. (46 x 28 cm). Collection of the artist. (c) Yayoi Kusama. Image courtesy Yayoi Kusama Studio Inc.; Ota Fine Arts, Tokyo; Victoria Miro Gallery, London; and Gagosian Gallery, New York

Yayoi Kusama (b. 1929), Flowers and Self-Portrait, 1973. Collage, watercolor, and ink on paper, 20 7/8 x 16 9/16 in. (53 x 42 cm). Ota Fine Arts, Tokyo. (c) Yayoi Kusama. Image courtesy Yayoi Kusama Studio Inc.; Ota Fine Arts, Tokyo; Victoria Miro Gallery, London; and Gagosian Gallery, New York

Yayoi Kusama (b. 1929), Self-Portrait, 1972. Collage with pastel, ballpoint pen, and ink on paper, 29 5/16 x 17 5/16 in. (74.4 x 44 cm). Collection of the artist. (c) Yayoi Kusama. Image courtesy Yayoi Kusama Studio Inc.; Ota Fine Arts, Tokyo; Victoria Miro Gallery, London; and Gagosian Gallery, New York

Yayoi Kusama (b. 1929), Self-Obliteration No. 3, 1967. Watercolor, ink, pastel, and photocollage on paper, 15 7/8 x 19 13/16 in. (40.4 x 50.4 cm), Collection of the artist. (c) Yayoi Kusama. Image courtesy Yayoi Kusama Studio Inc.; Ota Fine Arts, Tokyo; Victoria Miro Gallery, London; and Gagosian Gallery, New York

Yayoi Kusama (b. 1929), Self-Obliteration No. 1, 1962--7. Watercolor, ink, graphite, and photocollage on paper, 15 7/8 x 19 13/16 in. (40.4 x 50.4 cm). Collection of the artist. (c) Yayoi Kusama. Image courtesy Yayoi Kusama Studio Inc.; Ota Fine Arts, Tokyo; Victoria Miro Gallery, London; and Gagosian Gallery, New York

Yayoi Kusama (b. 1929), Man Catching the Insect, 1972. Collage with oil on paper, 19 7/8 x 16 15/16 in. (50.5 x 43 cm). Collection of the artist. (c) Yayoi Kusama. Image courtesy Yayoi Kusama Studio Inc.; Ota Fine Arts, Tokyo; Victoria Miro Gallery, London; and Gagosian Gallery, New York

Yayoi Kusama (b. 1929), Untitled, c. 1962--3. Collage on paper, 23 13/16 x 25 in. (60.5 x 63.5 cm). Collection of the artist. (c) Yayoi Kusama. Image courtesy Yayoi Kusama Studio Inc.; Ota Fine Arts, Tokyo; Victoria Miro Gallery, London; and Gagosian Gallery, New York

Yayoi Kusama (b. 1929), An Encounter with a Flowering Season, 2009. Synthetic polymer on canvas, 51 5/16 x 63 3/4 in. (130.3 x 162 cm). Collection of the artist. (c) Yayoi Kusama. Image courtesy Yayoi Kusama Studio Inc.; Ota Fine Arts, Tokyo; Victoria Miro Gallery, London; and Gagosian Gallery, New York

Yayoi Kusama (b. 1929), Late-night Chat is Filled with Dreams, 2009. Synthetic polymer on canvas, 63 3/4 x 63 3/4 in. (162 x 162 cm). Collection of the artist. (c)
Yayoi Kusama. Image courtesy Yayoi Kusama Studio Inc.; Ota Fine Arts, Tokyo; Victoria Miro Gallery, London; and Gagosian Gallery, New York

Yayoi Kusama (b. 1929), I Want to Live Honestly, Like the Eye in the Picture, 2009. Synthetic polymer on canvas, 51 5/16 x 63 3/4 in. (130.3 x 162 cm). Collection of the artist. (c) Yayoi Kusama. Image courtesy Yayoi Kusama Studio Inc.; Ota Fine Arts, Tokyo; Victoria Miro Gallery, London; and Gagosian Gallery, New York

Yayoi Kusama (b. 1929), All about my Love, and I Long to Eat a Dream of the Night, 2009. Synthetic polymer on canvas, 51 5/16 x 63 3/4 in. (130.3 x 162 cm). Collection of the artist. (c) Yayoi Kusama. Image courtesy Yayoi Kusama Studio Inc.; Ota Fine Arts, Tokyo; Victoria Miro Gallery, London; and Gagosian Gallery, New York

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49 PHOTOS
世界中で物議をかもした挑発的なインテリ広告vol.1
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これは欲しい!コカ・コーラの空ボトルが超絶便利ツールに生まれ変わるセットが大人気
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50 PHOTOS
世界中で物議をかもした挑発的なインテリ広告vol.2
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これは欲しい!コカ・コーラの空ボトルが超絶便利ツールに生まれ変わるセットが大人気

http://www.huffingtonpost.co.uk/2012/06/14/100-controversial-adverts_n_1596786.html

An M&C Saatchi advert for St Matthew's in the City in Aukland, New Zealand.
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