Europe

The World Superbike Championship took place on Saturday, July 20th, in the Czech Republic, and our initiative, Každá plechovka se počítá, was there to promote drink can recycling awareness and help people recycle their empties on the spot. As the largest motorcycle event in the country, it featured numerous partners and prominent brands, including Správa železnic (SŽ), the state-owned organization responsible for managing railway infrastructure.

SŽ aimed to host an interactive activation at the event. After years of continuous awareness campaigns in the country and due to the success of the previous PixelCan designs, SŽ partnered with Každá plechovka se počítá, making one of our signature installations the perfect addition to their event activations.

Our message aligns well with SŽ’s commitment to sustainability. In this collaboration, our team introduced the Every Can Counts PixelCan installation, which gained significant attention at the event. SŽ also distributed lemonade in aluminium beverage cans at the event. Our mission was to collect and use these drink cans to fill the PixelCan, creating a unique design.

The PixelCan was a standout attraction and achieved great success. The feedback from both event attendees and SŽ was overwhelmingly positive. Building strong collaborations with partners from different industries demonstrates our expanding audience and helps further spread the recycling message.

Our Italian team, Ogni Lattina Vale, is expanding the separate aluminium can collection project to140 seaside beaches across Calabria and the northern coast of Campania in collaboration with Coca-Cola.

In Calabria, the initiative is now in its fourth year. Ogni Lattina Vale has partnered with the Regional Authority for Marine Natural Parks to ensure smooth operations. Also, this year marks the launch of the separate drink can collection project in Campania, particularly on the northern coast near Naples. The focus is on renowned seaside resorts like Mondragone. Our team is working closely with local municipalities, whose support is crucial, to establish a robust collection system from the start.

The success of this project relies heavily on the involvement of non-profit organizations. These organizations, with the help of dedicated recycling ambassadors, distribute collection materials to beachgoers and ensure that used cans are correctly sorted. Once collected, the cans are handed over to CIAL, which has established specific agreements with local waste selection platforms. This ensures that all collected cans are efficiently recycled, contributing to a more sustainable environment and keeping the beaches clean.

Our Serbian initiative, Svaka limenka se računa, and Ball Corporation joined forces with the Green EXIT programme, dedicated to preserving the environment and promoting a responsible attitude towards nature, making this year’s EXIT Festival another successful event for raising awareness about the importance of recycling.

Over the four days of the music festival, our team collected 15,000 used drink cans. The can collection initiative at Petrovaradin Fortress was organized with several partners. Thirty recycling ambassadors roamed the festival grounds with the programme’s signature backpacks designed for recycling on the go. Thanks to the flex smart system, responsible visitors received a printed voucher for every five cans they delivered, which they could exchange for a free Heineken Silver beer or Coca-Cola Zero.

In addition to the collection on the go systems, the festival featured TOMRA recycling machines near the Visa Fusion Stage and the Main Stage, where visitors could dispose of their used cans. As part of the ecological segment of the festival, successfully implemented for 18 years with the support of Svaka limenka se računa and the Recan Foundation, visitors could also create unique works of art by recycling cans in the famous Every Can Counts PixelCan installation. This creatively highlighted the endless possibilities of recycling aluminium.

To create this year’s themed PixelCan, street artists painted a figure of Nikola Tesla, the renowned Serbian scientist, in honour of his birthday, which the EXIT festival celebrated this year. The “I Love Music” installation, complete with a digital counter, was also placed on site for visitors to deposit aluminium cans. All packaging waste collected was then redirected for recycling.

Our UK team entered the Red Bull Soapbox Race to raise awareness about the importance of recycling drink cans, but they never imagined they’d end up on the podium! The Every Can Counts soapbox, costumes, and even their dance routine aimed to inspire people with the magic of can recycling, and they were blown away by the reception they received from the crowds at Ally Pally!

Chitty Chitty Can Can

Aptly named Chitty Chitty Can Can, following a public poll on Every Can Counts UK’s social media a few months ago, our soapbox was designed to look like a recycling collection truck with a stylish twist. Complete with an eye-catching paint job, chrome engine pipes and a fur interior to ensure that all eyes would be on our soapbox as it took to the track.

Her stunning exterior left spectators in awe, with commentators declaring her ‘the best soapbox [they’d] ever seen’.

Swapping the Office Wear for a Can Suit

Every aspect of the Every Can Counts soapbox entry—the costumes, the dance routine, and the beautiful soapbox—aimed to inspire people with the magic of can recycling. Every Can Counts UK Programme Manager, Chris Latham-Warde, took on the role of a magician and piloted the soapbox alongside his co-pilot and trusty sidekick, CanMan (also known as Executive Director of Alupro, Tom Giddings). Tom wore a homemade outfit made from more than 350 cans and was brought to life by our magician during the performance.

Paul Bacon and Lee Cox completed the four-person team as the expert engineers behind the recycling-themed racing machine. During the performance, they took on the vital role of ‘bin-men’ and assisted CanMan into the back of Chitty Chitty Can Can, ready to be taken down the track and recycled into a new drink can in just 60 days!

Creating a Sonic Boom

We’re thrilled that our team won the third this time, especially after coming 44th in their first attempt back in 2022! When asked about the speed of the Every Can Counts soapbox, our team claimed that Chitty Chitty Can Can reached speeds of “just under 1,000 miles per hour,” causing a “sonic boom” on the course.

Check out the full scores below:

-Creativity: 37/40

-Performance: 39/40

-Time: 43.24 seconds

About the Red Bull Soapbox Race at Ally Pally

Chitty Chitty Can Can was placed third in the legendary race that attracted thousands of spectators to Alexandra Palace on the 22nd of June.

Some facts about the Red Bull Soapbox Race:

The race challenges teams to design the craziest contraptions, relying solely on gravity to navigate the 420-metre downhill course. Participants are then judged on creativity, speed, and showmanship. In total, 59 teams came from all over the UK for the race, which was won by London-based The Hurry Houdini, with the Hoveraid crew from Cambridge in second place. Red Bull has held more than 100 races around the world since the original event in Brussels in 2000.

Click here to learn more about the other teams.

Arsenal Fest, one of the most prominent music festivals in Serbia, took place in Kragujevac from June 27th to 29th. This highly anticipated event attracts famous performers and thousands of music enthusiasts across Europe. This year, Hollywood movie star Keanu Reeves, performing with his band Dogstar, was among the many popular musicians who took the stage.

Amidst the excitement, our Serbian initiative, Svaka limenka se računa, made a significant appearance at the festival, highlighting the importance of environmental protection and promoting a responsible attitude towards nature through drink can recycling. The project aimed to engage festival-goers in recycling activities and emphasise the key role of sustainability.

Recycling ambassadors equipped with backpacks for collecting used cans on the go roamed the festival grounds, encouraging visitors to recycle their aluminium cans. Thanks to the innovative Smart Flex system by Solagro, the most responsible visitors were rewarded daily with tickets for the next edition of Arsenal Fest in 2025. Recycling bins were strategically placed at several points throughout the venue, and a TOMRA Reverse Vending Machine (RVM) was also available to conveniently dispose of used aluminium cans.

One of the standout attractions was the Every Can Counts PixelCan, a painting canvas created from 2.000 used cans. This unique artwork captivated the audience, inviting visitors to participate in the recycling effort by disposing of their used aluminium cans within the PixelCan installation. This interactive experience not only underscored the importance of recycling but also added an artistic touch to the festival’s environmental initiatives.

Arsenal Fest is a proud member of the European association of festivals, Yourope, and was shortlisted for the best European small festival in 2019. The festival’s commitment to sustainability, exemplified by the partnership with our team, demonstrates its dedication to environmental responsibility and sets a positive example for other events.

The fourth edition of the Every Can Counts International Recycling Tour invited everyone to participate in #GenerationRestoration, in line with this year’s World Environment Day theme. Showcasing #PixelCan art installations of endangered animals, the tour celebrated the recyclability of drink cans and called for environmental action across 16 countries in Europe, Brazil, and the UAE. 

This vibrant campaign engaged communities both on the ground and online, showing the world that we CAN make a difference! Our dedicated recycling ambassadors, easily recognisable by their green backpacks, roamed city centres, urban parks, popular beaches, and festivals. Their mission was clear: to educate and inspire individuals about the importance of drink can recycling. Recycling just one tonne of aluminium can save nine tonnes of CO2 emissions and preserve four tonnes of bauxite, the essential raw material for aluminium production.

From the beaches of Rio de Janeiro to the historic streets of Prague and the bustling streets of The Hague, more than 100 recycling ambassadors engaged with locals and visitors, spreading awareness about the infinite possibilities of aluminium drink cans that, if recycled, could be back on a shop shelf as brand new cans in just 60 days.

Watch the highlights

#PixelCan Installations Featuring Endangered Animals Inspired Environmental Action

Central to the campaign were the Every Can Counts #PixelCan installations, crafted from 2,000 recycled drink cans. These striking art installations spotlighted four endangered and vulnerable animals – polar bear, tiger, sea turtle, and chimpanzee – species whose ecosystems are degraded by the climate crisis. The giant displays not only captivated audiences but also sparked conversations about what individuals can do to reduce their environmental impact and contribute to the preservation of natural habitats and resources.

To keep global warming below 2°C and avoid its most harmful effects, we must slash greenhouse gas emissions by nearly half by 2030. According to the United Nations, halting and reversing the degradation of lands and oceans can prevent the loss of 1 million endangered species. Restoring just 15 percent of ecosystems in priority areas can reduce extinctions by 60 percent through improved habitats.

Every Can Counts Towards 100% Drink Can Recycling

“The pressing need for decarbonisation and minimizing humanity’s environmental impact perfectly aligns with Every Can Counts’ mission. In 2023 alone, Every Can Counts reached 183.5 million people worldwide, facilitating the recycling of over 55 million drink cans through event activations and partnerships. We keep working towards our vision to inspire behaviour change and help reach 100% can recycling,” says David Van Heuverswyn, Director of Every Can Counts Global.

Partnerships with local authorities amplified the campaign’s reach, encouraging individuals to share their own recycling stories under the hashtag #IRT2024. This collaborative effort demonstrated how simple actions like drink can recycling can contribute to a sustainable future for all life on Earth.

Every Can Counts operates in 21 countries, joining forces with drink brands, waste management companies, event organisers, and local authorities to empower individuals to make a difference through simple actions like recycling drink cans. Together, we turn recycling into endless fun while delivering a resounding message about the power of collective action in creating a truly circular economy.

Full List of #IRT2024 Locations: Alcalá de Henares, Antwerp, Belgrade, Brest, Bristol, Bucharest, Budapest, Bydgoszcz, Catania, Dubai, Dublin, Kotor, Prague, Rio de Janeiro, The Hague, Thessaloniki

The launch of Craft Fest Montenegro took place in the capital, Podgorica, marking the first gathering of domestic craft brewers and laying the foundation for what promises to become a cherished annual tradition. This festival was more than just a showcase of great beers—it was a celebration of Montenegrin brewing culture, drawing in local enthusiasts and tourists from across the region.

At the heart of the event were ten proud Montenegrin beer producers, including Paun, Podgoričko, Mammut, Akademija, Barba Niko, Bold, and more. Together, they offered over 50 different types of beer, each with its own distinct flavour and story. From rich ales to crisp lagers, the variety of beer on display ensured something for every taste.

But Craft Fest Montenegro wasn’t just about indulging in great beer but also about promoting sustainability. Through mobile teams of recycling ambassadors equipped with backpacks and the innovative Smart Flex system, our team encouraged festival-goers to be mindful of recycling. Visitors who collected five empty cans could exchange them for a full can of Mammut beer, making it easy to enjoy the festival responsibly.

The Canoe Slalom World Cup in Czechia was significantly enriched by our team at Každá plechovka se počítá. For the second year in a row, the iconic metal heart and informative panels were instrumental in enhancing the entire weekend’s experience. They not only inspired people to change their attitudes and behaviours towards drink can recycling but also motivated them to take action.

Held on the second weekend of June, following a highly successful International Recycling Tour, the Prague Troja event captivated audiences with thrilling canoe slalom competitions and a vibrant atmosphere. It brought together international participants from across the globe, showcasing their skill and determination in a series of exciting races.

Our team’s metal heart, strategically located by the entryway, allowed all attendees to engage with the information presented and recycle their cans separately. This initiative not only promoted recycling but also highlighted the importance of sustainability at large-scale events.

The valuable partnership between Každá plechovka se počítá and the Canoe Slalom organization opens up exciting possibilities for future collaboration. We are thrilled to see Canoe Slalom’s commitment to sustainability and community engagement, which aligns perfectly with our mission to encourage everyone to recycle the cans they use outside the home.

Our Czech initiative, Každá plechovka se počítá, proudly participated in the multi-genre festival Mezi Ploty in Prague in May. The event, held over a vibrant weekend, was an excellent opportunity to showcase our mission through the iconic metal heart and informative panels, spreading awareness about the benefits of recycling drink cans.

Mezi Ploty, a festival known for its diverse and inclusive nature, attracts a broad audience. It serves as a unique platform that bridges the gap between the general public and those with disabilities or mental illnesses, aiming to break down societal barriers through its rich and varied programme. The festival’s commitment to inclusivity and community support is further validated by its prestigious EFFE Label recognition, celebrating its cultural and social impact.

The partnership between Každá plechovka se počítá and Mezi Ploty was incredibly valuable. Our metal heart, symbolizing unity and inclusivity, resonated deeply with the festival’s vision. Visitors engaged with our installation, learning about the environmental impact of recycling and the positive change it can bring to our communities.

Every Can Counts Benelux collaborated with Statiegeld Nederland to encourage the visitors of PRIDE Utrecht to recycle their drink cans and donate to the Salvation Army.

The deposit return system has been implemented in the Netherlands since April 1st, 2023. Statiegeld Nederland is the implementation organization responsible for all communications around the system. Hence, Every Can Counts is very proud to have the support of Statiegeld Nederland and to join forces by showing the importance of recycling and handing in used aluminium cans.

With a team of four recycling ambassadors and three Statiegeld Nederland volunteers who drove an electric can-shaped car, our team took over the city centre of Utrecht—and with success! The team interacted with hundreds of people and examined the importance of recycling cans when consuming outside of the home. Three big bags filled with cans were donated to the Salvation Army.