Budweiser "ReCup Arena" a football pitch made out of plastic beer cups

BACKGROUND
Plastic recycling issue is a hot topic in Russia since there are just a few recycling factories in the country. Only 4% of all waste is recycled in Russia. At the same time FIFA World Cup that happened in Russia has left after it hundred of thousands of Budweiser beer cups.

IDEA
ReCup Arena — a football pitch made out of Budweiser plastic beer cups left after FIFA World Cup. Budweiser collected and recycled 50000 cups and turned them into a white football pitch 64x42 meters in size.

This pitch became a hot news item all over the world. And not only in sports but design, lifestyle and advertising media.

ReCup Arena became a public football pitch that anyone can visit and play football on for years to come.

Advertising Agency: BOOTLEG, Russia

Client: Budweiser

Creative Director: Alyosha Starodubov
Senior Copywriter: Nikita Nikiforov
Senior Art Director: Anton Chalov
Managing Director: Ekaterina Shenets
Client Service Director: Vladimir Pervozvansky
Senior Account Manager: Kseniya Rubtsova
Strategic Planning Director: Roman Sidorov
Strategic planner: Anastasia Stepanosova
Senior Producer: Valera Gorokhov
Producer Assistant: Diana Seifetdinova
Executive producer: Manu Meyer / Save As It Is
Executive producer: Ivan Buralkin / Save As It Is
CG Supervisor: Sergey Petrenko / Save As It Is
Creative producer: Klavdia Shifr / Save As It Is
Producer: Ilya Perevedencev / Superdesigners studio
Executive producer: Valery Linchuk / Superdesigners studio
Head of integrated communications: Evgeniya Gorodnicheva / PromoAge
Group head of projects: Anna Avakova / PromoAge
Senior project manager: Yana Sorokina / PromoAge