Europe

A giant art installation has been revealed at an iconic London location, Piccadilly Circus, to highlight
the importance of recycling.

The infinity symbol, made from more than 1,200 recycled drink cans, has been created by our UK initiative to illustrate the life cycle of a drink can and show that aluminium can be recycled again and again.

The can-made artwork will be on display by the Shaftesbury Memorial Fountain at Piccadilly Circus until Friday 18th October to mark Recycle Week (14 th – 20 th October). This is the first time the installation has been unveiled, with plans for it to visit more locations around the country next year. 

A ‘canny mascot’, adorned head to toe in more than 300 recycled drink cans, also captured the attention of passers by on the day the installation was unveiled (Monday 14 th October), while recycling ambassadors collected empty cans in their recycling backpacks.  

Chris Latham-Warde, Programme Manager for Every Can Counts UK, said: “This infinity sculpture is a brand-new artwork for us, and where better to reveal it than one of London’s most recognisable locations during Recycle Week.

“As well as being visually impressive, the installation spreads the important message that aluminium can be recycled time and time again – from empty cans being crushed and melted down to solid aluminium, through to life as a brand new drink can ready to be filled, enjoyed, and recycled all over again.

“Every empty drink can could be recycled and back on a shop shelf in as little as 60 days. The people of London can play their part in this process by having a ‘can do’ attitude towards recycling – ensuring all their empty cans end up in the right bin means this valuable material will remain in circulation.” 

In a harmonious blend of dance, music, and sustainability, our Spanish initiative, Cada Lata Cuenta, partnered with the Manzaswing Festival for its third edition, transforming the event into a celebration of both culture and environmental awareness.

The festival, which took place in Manzanares El Real, a town near Madrid, transported attendees back to the 1940s with its lively Swing music and engaging Lindy Hop workshops while encouraging them to participate in an impactful recycling journey. During the swing concerts and high-energy dance sessions, our team invited festival-goers to enjoy the festivities and contribute to a healthier planet by recycling their cans and other materials. This activation wasn’t just about fun—it was a call to action, reminding everyone of the infinite possibilities of aluminium.

In collaboration with LaTarara Cultural and the Manzanares El Real Council, Cada Lata Cuenta brought our recycling message to life. The festival became a shining example of how communities can come together to celebrate culture while protecting the environment at the same time.

Set against the stunning backdrop of Ada Bojana in Montenegro, the Ada Divine Awakening festival once again became a hub for creativity, consciousness, and sustainability. For six unforgettable days, our initiative there, Svaka limenka se računa, joined the festival to promote drink can recycling and a more sustainable lifestyle, marking the second year of participation in this unique event.

From September 13th to 18th, festival-goers not only immersed themselves in the exploration of Consciousness, Intimacy, and Art, but also took part in a hands-on recycling activation held by our team. By collaborating with two talented artists who transformed used aluminium drink cans into four captivating painting canvases, serving as a creative reminder of the endless possibilities of aluminium.

The Ada Divine Awakening festival is held on the picturesque island of Ada Bojana, nestled between two streams of the Bojana River that flow into the Adriatic Sea. This serene location provided the perfect atmosphere for participants to connect with themselves, others, and the environment.

Throughout the festival, attendees were invited to experience a rich programme filled with music, workshops, and other interactive activities designed to inspire personal growth and self-awareness. Our team also had the opportunity to engage with festival-goers and encourage them to recycle their used cans, no matter where they were.

A shared goal drives the partnership with the Ada Divine Awakening festival: to promote sustainability and inspire environmental consciousness. This year’s event reinforced the importance of caring for our planet, focusing on the simple yet impactful act of recycling aluminium cans.

This year’s Can Theater Fest, held in Kikinda from September 4th to 8th, saw an incredible achievement, with over 84,000 used cans collected as part of a remarkable recycling campaign led by kids with the help of our initiative Svaka limenka se računa. Once again, our team made every can count with the support of Ball Corporation, reinforcing the importance of recycling in a fun and engaging way.

Admission to the event wasn’t bought with money but with used drink cans. These cans were exchanged for the AlU COIN, a special currency made from aluminium can ends, which served as the exclusive currency at the Can Theater Fest. This inventive system not only emphasized the value of recycling but also encouraged active participation from the audience. The event beautifully merges art, culture, and aluminium recycling, making it a unique platform for learning and creativity.

During the four-day international theatre festival, which featured nine children’s plays from six countries (Bosnia and Herzegovina, Hungary, Bulgaria, Slovakia, Macedonia, and Serbia), the young attendees enjoyed more than just theatrical performances. They also learned firsthand about the significance and potential of aluminium recycling.

In addition to enjoying the plays, kids had the chance to interact with LI MEN, the festival’s recycling mascot, who demonstrated how a recycling can crusher works. Artists painted a stunning PixelCan—a canvas made entirely of cans—live at the event. To further the cause, several lectures on recycling and ecology were held, promoting environmental awareness in a fun and interactive setting.

The Can Theater Fest has been running for 15 years, making it a one-of-a-kind project that combines children’s theatre arts, aluminium recycling, and ecology. Year after year, it continues to inspire and educate young minds about the importance of sustainability, all while promoting creativity and cultural exchange.

For over a decade, our initiative, Chaque Canette Compte in France, has pioneered the concept of sustainable sampling in collaboration with leading beverage brands, using 15cl cans to launch new products and energize significant events. Our team has been on the ground, from festivals and concerts to stadiums and beach tours, providing live collection animations with their signature backpacks and collection boxes. But its goal goes beyond just collection—it’s about raising awareness, too, with creative activities like the Every Can Counts PixelCan.

Most recently, Chaque Canette Compte partnered with the iconic beverage brand Oasis to bring the fun and whimsical “Oasis Universe” to life through PixelCan. Each recycled can was painted to represent Oasis’s playful fruit characters, creating a unique and vibrant scene on the Mediterranean tourist coast. This collaboration not only highlighted the importance of recycling but also engaged audiences with an artistic, memorable experience.

Chaque Canette Compte first followed this approach with Coca-Cola, showing that recycling activations like PixelCan are a win-win for both brands and the environment. Over the past ten years, major names like Red Bull, Pepsico, and Carlsberg have followed suit, joining our initiative to make events more sustainable. With the addition of Suntory (the parent company of Oasis), all the key players in the beverage industry unite on this shared mission: ensuring every can is collected and recycled at events.

The Męskie Granie Festival is one of Poland’s most anticipated music events, drawing thousands of fans each year. In 2024, the excitement grew as our initiative there, Każda Puszka Cenna, joined the festival to promote the circularity of drink cans in a truly unique way.

Partnering with Grupa Żywiec, one of Poland’s largest brewers and the festival’s main sponsor, Każda Puszka Cenna became part of the vibrant festival atmosphere in seven cities across Poland. This collaboration wasn’t just about the music but about bringing environmental awareness to life in an engaging, artistic form.

At each concert, festival-goers were invited to participate in an exciting recycling initiative—transforming used beverage cans into a piece of art known as PixelCan. This installation became a symbol of creativity and a powerful reminder that every can has a second life. By participating, attendees learned how simple actions like recycling can contribute to a more sustainable future.

In addition to the artistic project, our recycling ambassadors roamed the festival grounds, helping participants recycle their cans on the go while explaining the importance of recycling and how small, everyday actions can have a big impact on protecting our planet.

Watch the highlights

Gradski Fest, held from August 22-25 at the historic Belgrade Fortress, offers a vibrant mix of food, music, and drink, creating a unique atmosphere for attendees to savour. Visitors had the chance to explore a diverse range of street food featuring culinary delights worldwide while enjoying a selection of 50 different types of beer. The upbeat music added another layer of enjoyment, enhancing the overall experience and creating a memorable event.

In addition to the festivities, sustainability was a key focus, thanks to the participation of Svaka limenka se računa, our Serbian initiative. This partnership ensured that the event was not only fun but also environmentally responsible. Working hand in hand with the organizers, our team aimed to keep the city as clean as it deserves to be. Recycling spots were strategically placed throughout the festival grounds for the separate disposal of used aluminium cans, making it easy for attendees to keep the cycle going.

Our recycling ambassadors, equipped with their signature backpacks, roamed the venue, offering a convenient way for visitors to recycle their cans while enjoying the event. Adding to the recycling effort, the Every Can Counts PixelCan installation was also present, encouraging the recycling of used cans and reminding everyone of the infinite possibilities of aluminium.

The Ljubav Festival celebrated for its lively atmosphere, charitable mission, and outstanding music performances, took place on August 24th at the Port of Belgrade. This year, the event added an exciting new layer by partnering with our initiative, Svaka limenka se računa, incorporating environmental protection into its well-established humanitarian focus.

The aim was simple yet meaningful: to raise awareness about the importance of recycling drink cans and encourage festival-goers to participate. Attendees could either drop their empty aluminium cans into dedicated recycling spots spread throughout the venue or dispose of them directly into the signature backpacks, designed for on-the-go recycling and carried by our easily recognizable recycling ambassadors. Every collected can was sent straight for recycling, helping to reduce waste and promoting a more sustainable lifestyle.

Adding to the festival’s appeal, a live art installation took place, where an artist used recycled drink cans as a canvas to create an extraordinary piece. This artwork not only captivated the audience but also creatively highlighted the endless possibilities of aluminium. The finished piece will be sold, with all proceeds going to charity, bringing the festival’s vision full circle — blending entertainment, environmental awareness, and a strong commitment to helping others.

Cieszanów Rock Festival is one of those events our Polish initiative eagerly returns to every year—a place filled with great music, incredible energy, and amazing people. This year, the festival was not only about rocking out, but also bringing recycling to the spotlight, thanks to Każda Puszka Cenna.

Our recycling ambassadors were on the spot encouraging everyone to recycle their empty cans using the programme’s signature backpacks or special bins across the festival grounds. They helped raise awareness about the benefits of recycling, and every festival goer knew they were contributing to something bigger. With just a simple act, like recycling, we are making a world of difference for our planet. Once recycled, aluminum cans can be back on the shelf in just 60 days. This circular process keeps valuable resources in use, reducing the demand for new raw materials and cutting down on emissions.

At Cieszanów Rock Festival, the atmosphere was electric! People danced, sang, and enjoyed the best of rock music, all while being active of their role in protecting the environment. this year’s festival wasn’t just about great tunes—it was also a reminder of how important it is to take care of the planet. Recycling became part of the fun, adding a meaningful layer to the festival experience. Cieszanów Rock Festival has shown that sustainability and fun go hand in hand.

This year, our initiative in Czechia continued its long-standing collaboration with Prague Pride. During Pride week, the metal heart installation for collecting cans and recycling bins were prominently placed at Střelecký ostrov, the central hub of all festival activities, making Každá plechovka se počítá both visible and useful.

The festival reached its peak on Saturday when the Pride Parade made its way through Prague’s historic centre. Our recycling ambassadors mingled with the crowds at Wenceslas Square, collecting used cans and promoting the programme’s recycling message. Later, the metal heart was moved from Střelecký ostrov to Letná Park, where the Parade concluded and the celebrations continued.

This year, our team also fostered successful partnerships with Red Bull and PROUD Brewery, two prominent brands in the beverage industry. On Saturday, they distributed over 8,000 drink cans combined, contributing to the collection of approximately 20,000 drink cans throughout the day. This successful collaboration paves the way for more exciting partnerships in the future.