In Denmark, you get a reimbursement for recycling your cans and bottles. This initiative has been put in place to create an incentive not to throw out used containers and subsequently damage the environment.

A popular bad habit that prevents the system from working is crushing the can after consumption, destroying the possibility of reimbursement.

Brand wise, Carlsberg plays a central role to the Danes’ self-perception as a small country that punches above its weight. This means that, along with LEGO and a couple of other Danish heritage brands, Carlsberg’s conduct and outlook on the future matter tremendously. Specifically, Carlsberg are frontrunners in fighting for a greener and more sustainable tomorrow.

Can a can catch people’s attention and get them to change their behavior?

Probably. That’s why we created an accordion bus with a giant can on the side, encouraging Danes to stop, think and recycle after they’ve enjoyed the tasty content inside. Every time the bus turns, the giant can is crushed and stretched.

This is supported by the simple message “Don’t crush your cans”, followed up by “Crushed cans can’t be scanned. Can we recycle for a better tomorrow? Probably.”