In order to make this a relevant and important topic for the local audience, Coca Cola conducted a study, and discovered that the Israeli public didn’t yet understand what recycling is. Therefore, we decided that explaining the subject was the main key to transforming the public into a real partner in the recycling process.At a strategic location in central Tel Aviv, we built the first Pop Up Store for recycled products in Israel. For 12 days, many people enjoyed the combination between the adventure represented by the place itself, which is a reconstructed historical site, and the adventures offered by the store with its wide variety of recycling activities.

The recycle store was open during 13 days. In this period 50,000 people visited the store. 30,000 more enjoyed the small pop-up stores which we built in a few shopping centres.All the products in the store sold out.