Cash Can — Make it Worth it
The Opportunity: People don’t recycle in public spaces because it feels like extra effort with no real payoff.
The Insight: People don’t act on long-term impact; they act on immediate reward.
The Campaign: Make it Worth it — An experiential system that rewards recycling behavior in real time, turning a passive habit into an active exchange.
My Role: Contributed to concept development, helping to shape a behavior-driven system designed to increase participation through immediate reward.
AD: Maia Baptista
Awards: 2020 Clio Awards Shortlist - Innovation | 2021 Graphis Annual New Talent Gold Award - Video/Advertising Interactive | 2021 New York Festivals Shortlist Award - Medium: Positive World Impact | 2021 AEJMC Design Competition - Best in Experiential | 2021 Communications Arts Advertising Shortlist
88% of public trash cans do not have a recycle bin by their side.
Apple Pay is partnering with Coca-Cola to bring the future to recycling.
Here's how it works: Download the Cash Can App. Purchase any Coca-Cola-owned product with Apple Pay, and Apple Pay will log that purchase in the Recycle section of the app.
You will be notified of the nearest Cash Can location once you finish your drink.
When you finish your beverage, head to the nearest Cash Can and deposit it into the top slot.
Using Near-Field Communication contactless payment technology, Cash Can will scan the code on the side of your bottle or can and transmit information back to your mobile device.
With the tap of a finger, 5 cents will transfer directly into your bank account.
