Emeco's classic Navy Chair gets a Coca-Cola-sponsored eco overhaul.
May 10, 2010
Wieden + Kennedy London created this short film and print ad to announce Coca-Cola's collaboration with iconic aluminum chair company Emeco.
About four years ago, Coca-Cola approached Emeco with a challenge to create the brand's iconic Navy Chair out of recycled plastic, a new formulation of rPET (Recycled Polyethylene Terephthalate-recycled plastic bottles). Coke introduced the company to scientists from German chemical company BASF and together the companies developed a special formulation out of which to create the 111 Navy Chair, made out of at least 111 recycled plastic bottles.
Emeco and Coke tapped Wieden to commemorate the new chair, and the agency commissioned British ice sculptor Duncan Hamilton to create an installation that encased the chair in a one-ton ice cube. The sculpture was exhibited in Italy at the Innovation/Imagination Exhibition at via Tortona 54 in April. Danish photographer Peer Lindgreen captured the piece for a print ad that debuts this month, along with this short documenting the making of.