The incredible structure is nearly as tall as the majestic, iconic Table Mountain in South Africa's mother city, Cape Town.

Coca-Cola has commissioned several crate man throughout South Africa, but Elliot, who is nearly 60 feet tall and weighs a whopping 27 tons, carries a special message. Made out of 4200 plastic Coke crates, the recycled structure sports signs preaching the importance of recycling to passersby who stop for a closer look. This is just one of the firms important recycling projects in South Africa.

PETCO is a plastic recycling program initiated by Coca-Cola, which also supports Collect-a-Can — a project that rewards people who recycle aluminum cans. During the World Cup, the firm gave away 20,000 tickets in order to encourage visitors to recycle their plastic bottles. We think Elliot and the initiative are both great, and Coca-Cola is among one of the consumer giants that appears to genuinely support more sustainable packaging, but we feel it’s necessary to point out that Coca-Cola is also responsible for generating the waste in the first place!

+ Porky Hefer