Corona
Corona’s second Ocean’s Week campaign in partnership with Parley really turned it up a notch from 2017. Purpose-driven marketing can so often feel like an awkward, virtue-signalling add-on; in Corona’s case it is inextricably linked to the world that the brand inhabits and celebrates.
Ocean’s Week
This was all about hijacking symbols of paradise and Corona’s global ‘This is Living’ brand platform to help combat plastic pollution. The campaign highlighted the issue by putting plastic into places it doesn’t belong - everywhere from fashion to billboards to events.
The Paradise? shirt, designed by Adolfo Correa and made from recycled ocean plastic, looks idyllic from a distance but on closer inspection reveals plastic waste everywhere.
The hijack continued online, on Corona’s own out-of-home sites and via enormous waves of plastic washing up in London, Dominican Republic, Australia and Columbia.
Made with the gang at Wieden+Kennedy Amsterdam. Mad props to Vasco Vicente & Toby Moore (Creatives), Anna Chan (Digital Strategy), Stijn Wikkerink (Installation/Shirt Producer) and Thomas Missault (Account Management).