Corona's homeland is drowning in plastic, so the brand set out to meaningfully raise awareness of the issue while reinforcing its genuine commitment to protecting beaches around the world through its partnership with Parley for the Oceans.
A global idea adapted and executed in 7 countries simultaneously garnering over 2.5 bn earned impressions with coverage in top tier broadcast, digital and print outlets. Corona generated more mentions than any other brand activation during Oceans Week that year. The initiative was shortlisted at Cannes Lions Festival for PR.
United Kingdom
United Kingdom
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Colombia
"Cycled past this and had to stop and check it out - it's huge and visual and awlful. I love that it's so visible. Well done @corona."
paradise? Hawaiian Shirt
As part of the roll-out, we redesigned the classic Hawaiian shirt with an unexpected twist. From a distance, the pattern looked like paradise, but up close, plastic could be found everywhere. The shirt functioned as an illustration of the real life issue. Not only that, it was made from recycled plastic, giving the discarded material a second life. Hundreds of influencers helped raise awareness of the issue using the shirt as an educational tool.