Gaming machines help to promote recycling in Dhaka, Bangladesh

A marketing action of Coca-Cola put several gaming machines in the city of Dhaka in Bangladesh, with a sole purpose: to promote the recycling of plastic bottles. These gaming machines have the particularity to only work with brand plastic bottles when they are empty, so the company can thereby remove much of their bottles of household waste or streets.

The action is called Happiness Arcade, is part of a campaign Where Will Happinness Strike Next and was developed by Grey agency Dhaka.

See the making of the campaign.

It is true that the city of Dhaka is going through serious difficulties in terms of sanitation, and that this will be a good idea to promote recycling, but this idea has one catch â€" the only accept American-branded bottles. Who knows if this cannot be a way to promote recycling in other countries and cities, but in a comprehensive way and not exclusive of a trademark?

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