Europe

Our French initiative, Chaque Canette Comte, once again joins forces with Tourtel Twist at the Tour de France.

This year, on July 21 and 22, our team was in Montpellier, one of the Tour’s stage cities, for a very special activation: creating an Every Can Counts PixelCan with the public. This participatory artwork was made from thousands of Tourtel Twist cans collected at key stage finishes over the past three years of collaboration. It was a fun, interactive, and visually striking way to bring the Tour’s Fan Park to life and get fans involved in drink can recycling.

The goal of the activation was simple but important: to raise awareness among spectators about recycling drink cans on the go and encourage the adoption of proper sorting habits—especially along the Tour de France route.

Why aluminium cans? They are infinitely recyclable without losing any of their original properties. The Tour de France provides the perfect platform to share this message, allowing fans to enjoy the thrill of the race while learning simple ways to make a real impact on the environment.

At Jarocin Festival, where rock history meets modern rhythm, our local chapter, Każda Puszka Cenna, returned once again to remind festival-goers that every can truly counts, especially when it’s recycled.

With the slogan “Don’t crush cans. Return them intact to our Friends – Każda Puszka Cenna,” the initiative echoed the upcoming changes in Poland’s waste management system. As the deposit-refund system drew near, the message was clear: cans have value, and crushing them means losing it.

“Jarocin is a special place for us — it’s where our journey began seven years ago. It was here that we first introduced selective can collection in the ‘out-of-home’ model. Coming back always feels like coming home.”
— Jacek Wodzisławski, Każda Puszka Cenna.

Thanks to the support of partners like Good Taste Production, Wielkopolskie Centrum Recyklingu, and ZGO Nova, the initiative brought a range of engaging activities to the festival grounds. Among them was the eye-catching PixelCan installation, a pop-art piece made from 2,000 uncrushed aluminium cans, this year featuring a majestic polar bear, offering a visual “cool down” in the heat of the rock-fueled atmosphere.

Special bins were placed at beverage outlets, and Każda Puszka Cenna’s iconic recycling ambassadors, wearing their signature backpacks, roamed the grounds, encouraging attendees to dispose of their cans properly. The voting bin added a fun twist, while the PixelCan became a symbol of how art, circularity, and music can come together.

“Każda Puszka Cenna has become part of the Jarocin Festival’s DNA. The PixelCan installation, in particular, reflects our shared philosophy — combining creativity with environmental responsibility.”
— Marta Skwierzyńska, Project Manager, Good Taste Production.

Jarocin Festival 2025 proved once again that rock and responsibility can go hand in hand, and that even the smallest gesture, such as returning an intact drink can, can be part of a larger movement.

Once again, we proved that fun and environmental responsibility can go hand in hand at the EXIT Festival. Over four unforgettable days, Svaka limenka se računa, our Serbian local chapter, joined forces with the Green EXIT platform, Ball Corporation, Heineken, and Coca-Cola to put drink cans at the heart of the festival’s recycling efforts.

In total, nearly 50,000 pieces of packaging were collected for recycling, with aluminium cans leading the way, making up almost half of that number.

Thanks to the combined impact of TOMRA’s reverse vending machines and the Smart Flex Return system—an innovative mobile setup featuring backpack scanners carried by our programme’s 40 recycling ambassadors—thousands of festivalgoers were encouraged to recycle their empty aluminium cans right on the spot. Their efforts were rewarded instantly: over 7,700 cold drinks were distributed in return for returned cans, making the aluminium can the main “currency” for refreshment across the site.

Creative installations amplified the message. The Every Can Counts #PixelCan, a large mosaic built entirely from empty cans, became one of EXIT’s most iconic photo spots. Meanwhile, a glowing LED metal letter installation lit up the Petrovaradin Fortress, drawing attention to the importance of recycling and circularity.

The call to “BE THE RECYCLING SUPERSTAR” echoed across the fortress, as young people proudly stepped up to show they care about the planet and believe in a future where every can truly counts.

Under the summer sky and the pulsing rhythms of electronic music, Każda Puszka Cenna and Lech brought sustainability to the heart of Audioriver Festival, one of Poland’s most celebrated music events, held once again at Łódź Błonia Park.

From July 11–12, festival-goers danced to the sounds of global icons such as Charlotte de Witte, DJ Tiësto, Adriatique, WhoMadeWho, Chase & Status, Gesaffelstein, Mall Grab, Sevdaliza, and 175bpm, all while learning about the upcoming deposit-refund system for beverage cans in Poland.

The Każda Puszka Cenna team, with Lech, set up eye-catching installations and recycling stations that encouraged attendees to dispose of their cans responsibly. The message was clear: recycle your cans — they’re about to become more valuable than ever. A voting bin added a playful twist, while the InstaSpot, a photo zone celebrating the festival’s famously bold fashion, became a hotspot for selfies and recycling.

“The timing and location of our activities are no coincidence. Audioriver is a key stop on Lech’s festival calendar, and with the deposit system just around the corner, education is essential. Together with Każda Puszka Cenna, we’re showing people that cans will soon carry real financial value — and that crushing them means losing that value. This is especially important for us, as 55% of our beer is sold in aluminium cans,” — Grzegorz Adamski, Public Affairs and Sustainability Manager, Kompania Piwowarska.

With every beat and every can, Audioriver proved that music and cirularity can move people, literally and figuratively.

Garden Hospitality, a seven-day drum & bass festival that attracts fans from all over the world to the stunning coast of Tisno, Croatia, has just wrapped up, and this year, recycling was in the spotlight thanks to our local chapter.

Our team’s mission was clear: to inspire young people to adopt a responsible attitude toward the environment, especially during events in natural settings like this one. Throughout the festival, our recycling ambassadors, equipped with signature recycling backpacks, moved through the crowd, encouraging attendees to properly dispose of their used cans.

But that wasn’t all. Thanks to the Smart Flex System, a portable, innovative solution that uses advanced technology to track waste, guests had an extra incentive to recycle. Their can deposits contributed directly to a local charity, combining sustainability with social good.

The visual experience also played a significant role. To make recycling fun and interactive, our team installed a giant metal heart equipped with sensors and LED lighting for collecting cans. This eye-catching installation quickly became a highlight of the festival, drawing attention and sparking conversations about recycling.

Over seven days at The Garden Resort, surrounded by nature and beautiful beaches, festivalgoers enjoyed performances by world-class drum & bass artists across four stages, all while being reminded to recycle.

Our local chapters, Every Can Counts UK and Ireland, joined forces, returning to Stendhal Festival to inspire festivalgoers to recycle their drink cans and play an active role in a truly circular economy.

The well-known ”I <3 Recycling” letter bins were once again a standout feature, providing a fun and visible way for attendees to recycle their empty cans. A team of recycling ambassadors was present throughout the weekend, engaging with festivalgoers, collecting cans, and raising awareness about the importance of keeping aluminium in the recycling loop.

This year’s activation also featured the debut of Candy, the brand-new mascot for Every Can Counts Ireland, who helped attract attention and spread the recycling message across the festival grounds.

Throughout the event, 490 people took part in the recycling survey, learning more about the infinite recyclability of drink cans and the positive impact of everyday recycling habits.

Our Polish chapter, Każda Puszka Cenna, teamed up once again with the Żabka store chain to promote aluminium can recycling and raise awareness about the upcoming deposit return system—this time in the centre of Wrocław.

Locals and tourists had the chance to try out the deposit machine and see how it works. As a reward, they received Żabka app points for each can they returned, which they could use for shopping or to get fun branded gifts.

In the middle of Wrocław’s colourful streets and well-known flower shops, the Every Can Counts Pixelcan caught everyone’s eye. With its vibrant design, it reminded passersby of the infinite possibilities of aluminium. The installation drew a great deal of attention and sparked conversations about recycling and the lifecycle of a drink can.

Our recycling ambassadors were also there with their signature backpacks, helping collect empty cans and spreading the recycling message. They even met one of Wrocław’s famous dwarves, who also spread the word about protecting the environment in their own special way.

This summer, our Spanish chapter, Cada Lata Cuenta, is hitting the beaches of Spain once again with its environmental awareness campaign, aimed at promoting drink can recycling and encouraging more sustainable habits among beachgoers.

Throughout July and August, teams of our recycling ambassadors will visit popular urban beaches in Santander, A Coruña, Cádiz, Málaga, and Tenerife. Their mission is to raise awareness about the importance of recycling in public spaces and to remind visitors that small actions—like recycling a single can—can have a big impact.

Recent surveys, launched by Cada Lata Cuenta, reveal an important gap: while nearly 90% of beachgoers know that cans are recyclable, only 45% actually recycle when at the beach. This highlights the need for improved waste management infrastructure, along with increased education and engagement on recycling in these settings.

As part of the campaign, on-site surveys will be carried out to understand recycling behaviours better. The insights gathered will help local councils improve their waste collection systems and make recycling easier and more effective.

This summer, our chapter in Ireland joined the vibrant celebration of Dublin Pride with a powerful message: sustainability and inclusivity go hand in hand.

At the heart of our team’s activation was the Every Can Counts rainbow installation, a striking visual made entirely from over 1,500 recycled drink cans. Positioned in a high-visibility area, the rainbow served not just as a photo opportunity, but as a bold symbol of circularity, creativity and community.

Throughout the day, our team of recycling ambassadors moved through the crowds wearing our signature backpacks designed for recycling on the go. They engaged with over 400 attendees, sparking meaningful conversations about how drink cans are infinitely recyclable and how small actions, like recycling a single drink can, can have a big impact.

Dublin Pride also marked an exciting moment for us: the official debut of the new mascot, Candy. With a bright look and playful energy, Candy instantly connected with passersby of all ages, becoming one of the highlights of the day and spreading smiles everywhere.

Our ambassadors collected around 300 drink cans during the event, and our team chose to put their value to good use. The proceeds from recycling the cans were donated to ShoutOut, an Irish charity dedicated to improving the lives of LGBTQ+ people through education, personal storytelling and school outreach programmes.

The 15th edition of Arsenal Fest, held in the unique setting of the former smelter in the heart of Kragujevac, concluded successfully, attracting over 35,000 visitors and achieving impressive recycling results over three unforgettable festival nights. More than 10,000 used drink cans were collected and sent for recycling.

This year’s edition stood out with its high-quality production, a rich and diverse music lineup, and a innovative recycling campaign supported by our Serbian chapter, Svaka limenka se računa.

The atmosphere was electrified by performances from some of the biggest regional and global music stars, spanning genres and generations, including the legendary Massive Attack, Darko Rundek, Joker Out, Butch Cassidy, regional icon Senidah, the soulful Michael Kiwanuka, and the explosive set by cult favourites Faithless, who connected with the crowd in extraordinary ways.

The heated atmosphere, during which many drinks were consumed, required a well-organised collection approach. Our team was on the ground with recycling ambassadors with the programme’s signature backpacks for recycling on the go, along with designated recycling bins placed throughout the festival to make it easy for people to recycle their empty drink cans.

Adding a creative twist to our presence, two artists brought the Every Can Counts PixelCan to life, a unique installation made of used cans that was painted live during the event, transforming recycling into a powerful and visually stunning experience for all attendees. The message was loud and clear: Every Can Counts, and together, we proved just how much of a difference we can make.