Corona | Oceans Week
Hijacking sybmols of paradise.
To raise awareness of the plastic polution problem during Oceans Week, we hijacked different ‘symbols of paradise’.
In a campaign that was directly focused on driving earned media, we put plastic in places it didn’t belong – from the world of fashion, to Corona’s own ‘This Is Living’ brand platform.
Illustrator:
Adolfo Correa
Creative Directors:
Alvaro Sotomayor & Mark Berneath
Creative Teams: Toby Moore & Vasco Vicente [Shirt & Installation]
Ankita Dev & Anyaa Tobit [Protect Paradise Film]
Adolfo Correa
Creative Directors:
Alvaro Sotomayor & Mark Berneath
Creative Teams: Toby Moore & Vasco Vicente [Shirt & Installation]
Ankita Dev & Anyaa Tobit [Protect Paradise Film]
With designer Adolfo Correa, we reimagined the classic symbol of paradise, the Hawaiian shirt. The Paradise? shirt was created to look idyllic from a distance, but on closer inspection reveals plastic waste everywhere.
The hijack continued with Corona’s own advertising. Leading with a London installation where we added a plastic wave using 1,200kg of plastic – the amount of marine plastic pollution found on the beach every two miles in the UK.
Similary, we switched out Corona’s idillic Out-of-home (left) with images of the plastic reality in these coastal regions (right).
Finally, instead of creating a typical Corona anthem film for the summer, we used the time to further the cause.