The 50-metre artwork is made from aluminium cans and lies on top of the chalk cliffs of the Sussex coastline. Dubbed Precious Metal, the work is inspired by a classic 1949 Coca-Cola summer poster of a woman in a swimsuit relaxing in the sun. Coca-Cola hopes that it will inspire consumers to recycle more this summer.
Coca-Cola is currently working with WRAP (Waste & Resources Action Programme) to install Recycle Zones around the UK to help make it easier for consumers to recycle their cans and bottles.
Launching a year ago, the scheme now has 20 active Recycle Zones with another 60 on the way before 2011. The brand has also teamed up with WRAP's Recycle Now campaign to encourage the public to up their recycling efforts during Recycle Week. Consumers can go to a dedicated website to make a pledge and also have the chance of winning a bespoke recycled sculpture from Robert Bradford, the lead artist behind the project.
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