EKOCYCLE™ is made of will.i.am and Coca-Cola’s shared goal: to work with the brands you love and create new things made, in part, from recycled materials.
Below I have a photo of Dr Dre Beats Studio, and underneath them are the Dr Dre Beats Studio by EKOCYCLE, the point being, apart from a slight colour variation, you can make the exact same high-end premium products but including recycled materials. EKOCYCLE aim to work with a number of brands bringing recycled resources to even more product manufacturing processes.
It is this focus on resources that is key to my expedition to Antarctica, we need to be more aware of the amount we consume and the amount we waste. If we are still so dependant on fossil fuels by the year 2041, then Antarctica may be destroyed in the search for resources.
Coca-Cola have a partnership with Robert Swan OBE, leader of the expedition and his organisation '2041' (www.2041.com) and they have been to Antarctica on previous expeditions, the influence it had on Coca-Cola is evident more now than ever due to their huge push for recycling during the Olympics, and now showing people a stage in the cycle of recycling. That stage being new products.
