The world’s most recognisable brand? Undoubtedly.

The poster child for plastic pollution? Unfortunately.

The Reborn campaign unites all of Coke’s sustainability efforts under one customer-facing idea: Bottles Returned, Bottles Reborn. If a customer returns their empty coke bottle, Coke promises that it will be returned into the system, or ‘reborn’.

The campaign was widely transcreated and adopted by Coke’s local markets globally, and for this reason, a simple, universal visual language was created: Hands – passing bottles, enjoying them, and then returning them to be recycled – each illustrated by a global collective of artists.

Reborn exists to highlight the efforts that The Coca-Cola Company is making, and bring them to life in interesting ways. So far, we’ve seen Reborn at festival sites, across social media, and in stadiums, flying the flag for sustainability.