Its Big Ben but not as you know it! The London landmark - recreated out of recycled cans - has been unveiled on the South Bank of the River Thames to celebrate the start of Recycle Week 2008.
Coca-Cola commissioned four artists to recreate the Angel of the North, Big Ben, Clifton Suspension Bridge and the Birmingham Bull to raise awareness of the importance and benefits of recycling and to encourage consumers to recycle their drinks cans and bottles.
Coca-Cola citizenship manager Great Britain Liz Lowe said: "We hope these dramatic Coke can sculptures will encourage people to think twice about where they throw their empty drinks containers - our packaging is not just waste, but a valuable resource which can be used again and again. Recycling saves energy and we can all do more.
Mayor of London Boris Johnson added: "Recycle Week is a fantastic initiative and does a huge amount to encourage us all to recycle more. I hope the sight of one of London's most famous landmarks made from recycled drink cans, will inspire Londoners to make an extra effort to recycle their rubbish, rather than chuck it in the bin and condemn it to a landfill site."
At the end of May Coca-Cola also announced plans to work with the Waste & Resources Action Programme to create 80 recycling zones across the country over the next three years (MRW, May 28 2008).