As part of PepsiCo’s Zero Waste initiative, we were brought in to drive the message home at this year’s Super Bowl in Minneapolis. Along with the PepsiCo Recycling team, we created Rush2Recycle, a high-energy activation featuring several immersive experiences, allowing fans to drop themselves into fun football action to see how many bottles they can recycle throughout Super Bowl Week. See all the action below in our Rush2Recycle highlight video.

Running parallel to the physical activation, we launched a website to drive awareness, while capturing the excitement through social media. Rush2Recycle.com will serve as an ongoing tool to further the movement through online engagement.

This innovative project aimed to set a new standard for waste diversion at one of the nation’s premier events and inspire action across the country. The long-term goal is to recover more than 90% – more than 40 tons – of stadium waste by recycling bottles and cans, composting organic materials like food waste and service ware, and repurposing items through local community organizations.

For more information on this activation, visit Rush2Recycle.com or shoot us a note at info@canopybrandgroup.com.