advertising campaign
https://greentoclear.com/#recycled-records
The campaign we have chosen is “Recycle Records.” It belongs to the Coca-Cola company and is part of a larger initiative called “World Without Waste”.
The Coca-Cola Company tries to use ‘music composed of beats’ as a metaphor for ‘new bottles made from recycled plastic fragments’.
We were amazed to find that this seemingly illogical metaphor was so successful.
The proposition obtained by the creator of this advertising is: How to visually translate ‘recycling plastic produces new bottles’, forming a simple image?
And our proposition is: How to deconstruct ‘elements on the website’, revealing the complex context behind it?
Our goal and direction are completely opposite to the intention of the advertisement. The advertisement tries to cover up the complex system and simplify it into a visual image. We start from the visual image on this website and try to excavate the huge system connected with it.
GREENWASHING
Greenwashing: Using appealing visual effects in advertisements to establish a good environmental image for the company, while the product does not actually achieve the sustainability / eco-friendliness promoted.
To understand how greenwashing occurs, we need to understand the relationship between visual elements and the connotations behind them.
iterating_remove decoration
reference:
Designers also trade in storytelling. The elements we must master are not the content narratives but the devices of the telling: typography, line, form, color, contrast, scale, weight. We speak through our assignment, literally between the lines.
Rock, M. (2009) Fuck Content. Available at: https://2×4.org/ideas/2009/fuck-content/ (Accessed: 16 November 2023).
The direction of our iterating is to remove the content given by the designer.
iterating_change content
reference
https://imgoogle.dinakelberman.com/
A visual similarity, which makes the reader overlook the fact that the actual content is unrelated.
Just like ‘composing music with beats’ and ‘composing a bottle with plastic fragments’, there is a conceptual similarity, but the actual content is unrelated.
The beginning of iterating is a vintage poster, and the end of iterating is Coca-Cola as a commodity on the shelf.
There is a visual similarity between each image of iterating.
We point out that this advertising campaign attempts to use a nostalgic style to make us forget the enormous amount of waste generated by selling 220 million bottles every day.
