Nespresso Korea has been collecting and recycling 100% of aluminum coffee capsules free of charge in Korea for 12 years. However, while 91% of consumers want recycling, only 39% are aware of the recycling program. There is a need for an impactful way to publicize participation in the recycling program.

Outdoor advertisement boards were made with aluminum, melted from 5 tons of aluminum coffee capsules that were finished drinking. They were installed in major cities in Korea and were exposed 72,616,548 times. Participation in the recycling program increased by 10% after the campaign was executed.