Tackling the litter bug phenomenon head on, Britvic wanted to show festival goers how easy ‘going green’ could be. By focusing on fun, iD enabled Britvic to deliver a lasting message at V Festival through an innovative recycling solution.
The ‘Throwback Boombox’ featured an interactive sound system that mimicked a retro looking stereo. Festival goers were encouraged to recycle their bottles by throwing them towards the speakers. Every time the target was hit, the Boombox played throwback hits from the nineties and noughties – a selection of songs chosen specifically for the V Festival audience.
To attract further participation and to encourage others to recycle, iD also designed an eye-catching 3D sculpture made up of recycled plastic bottles called the Very Important Post (VIP). Everyone who shared their photo in front of the sign using the hashtag #ThrowbackVIP were entered into a competition to win VIP upgrades, which were awarded throughout the festival.
Festivals are particularly renowned for generating rubbish, with an estimated one million plastic bottles used at Glastonbury every year. Meanwhile, a review carried out by Julie’s Bicycle showed that V Festival South produced 314 tonnes of waste in 2016 and had a recycling rate of just 29%. Plastic packaging recycling rates are stuck at 40% in the UK and contamination of recyclable materials is on the rise, leading to a massive 84% increase in rejection since 2011. Therefore Britvic has been encouraging its consumers to think differently about recycling, as part of its sustainable business strategy.
Over 2500 bottles, cans and cups were recycled at the activity - supported by an enthusiastic team of Britvic employee volunteers who also collected thousands more throughout the festival, spreading the recycling message.