In celebration of World Creativity and Innovation Day, we’d love to share a campaign with you that we created for The Coca-Cola Company’s 5by20 initiative. The ambitious project is a commitment to economically empower 5 million women by 2020. What does this have to do with creativity and innovation? Take a look at the video below and you’ll understand just how much creativity plays a part in these women’s lives!
Artisans, workers who make things by hand, are some of the many women supported by Coca Cola’s 5by20 initiative. These women from all across the world recycle disposed Coca-Cola products and packaging – turning waste into art.
What struck us most about these incredible women was that despite the obstacles and hardships they have endured and the lack of resources and opportunities available to them, determination and creativity have allowed them to create better lives for themselves, their families and their communities.
Their ability to see something greater in the items we dispose of, perhaps born from the resourcefulness they have needed in life, not only creates a better future for their families and communities, it creates a brighter, cleaner future for them all.
We mixed live-action and animation to deliver a film that sought to capture the magic of their craft and the new life they give to the items we dispose of. From jewellery to wallets, these women show us what is possible with a little vision and creativity!