And so it was. Thanks to the collaboration between CIAL and Coca-Cola, no less than 330,000 cans were collected at no less than 25 major events that have characterised the musical programme in recent months in Milan (I-Days Milano Coca-Cola 2023, Coca-Cola Pizza Village, Milano Summer Festival), in Florence (Firenze Rocks) and during the concerts of the Pinguini Tattici Nucleari tour. Music and sustainability – In the spaces and during the days of the individual events, about 40 young ambassadors of the project, equipped with special container rucksacks, took action to encourage the public to keep the event spaces clean and to recover the cans consumed by spectators. The success of the initiative was also due to the cooperation with the operators of Alia Firenze and Amsa Milano (the companies that deal with urban waste management on a territorial level), with whom special agreements had been made in advance. Space was also given to creativity.