| Title | OCEANS WEEK |
| Brand | AB INBEV |
| Product/Service | CORONA X PARLEY |
| Category |
B02. Promotional Item Design |
|
Entrant
|
WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
|
|
Idea Creation
|
WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
|
|
PR
|
ALISON BROD MARKETING + COMMUNICATIONS New York, USA
|
|
Production
|
WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
|
|
Production 2
|
MINNOW 11 California, USA
|
|
Production 3
|
MPC Amsterdam, THE NETHERLANDS
|
|
Production 4
|
LOUPE Amsterdam, THE NETHERLANDS
|
|
Production 5
|
SKETCH EVENTS Brighton and Hove, UNITED KINGDOM
|
Credits
| Mark Bernath, Eric Quennoy |
Wieden+Kennedy Amsterdam |
Executive Creative Director |
| Alvaro Sotomayor |
Wieden+Kennedy Amsterdam |
Creative Director |
| Vasco Vicente, Dean Pauley |
Wieden+Kennedy Amsterdam |
Art Director |
| Toby Moore |
Wieden+Kennedy Amsterdam |
Copywriter |
| Joe Togneri |
Wieden+Kennedy Amsterdam |
Head of Integrated Production |
| Stijn Wikkerink |
Wieden+Kennedy Amsterdam |
Producer |
| Martin Weigel |
Wieden+Kennedy Amsterdam |
Head of Planning |
| Maria Correa |
Wieden+Kennedy Amsterdam |
Planning Director |
| Hillary Heath |
Wieden+Kennedy Amsterdam |
Communications Planner |
| Freddie Young |
Wieden+Kennedy Amsterdam |
Digital Strategy Director |
| Anna Chan |
Wieden+Kennedy Amsterdam |
Digital Strategist |
| Courtney Trull |
Wieden+Kennedy Amsterdam |
Group Account Director |
| Will Hunt |
Wieden+Kennedy Amsterdam |
Account Director |
| Thomas Missault |
Wieden+Kennedy Amsterdam |
Account Executive |
| Nelleke Rekers, Stacey Prudden |
Wieden+Kennedy Amsterdam |
Art Buyer |
| Noa Redero |
Wieden+Kennedy Amsterdam |
Studio Artist |
| Janna Boesjes |
Wieden+Kennedy Amsterdam |
Head of Project Management |
| Gabi Moreira |
Wieden+Kennedy Amsterdam |
Project Manager |
| Michael Graves |
Wieden+Kennedy Amsterdam |
Business Affairs |
| Lizzie Murray |
Wieden+Kennedy Amsterdam |
Studio Manager |
| Morgan Maassen |
Minnow 11 |
Director of Photography |
| Matthieu Toullet |
MPC |
Colorist |
| James O’Donnell |
OzDesign Manufacturing |
Producer (shirt) |
| Adolfo Correa |
Freelance |
Shirt Pattern Designer |
Background
Today, paradise as we know it is at risk of becoming extinct. Our oceans are drowning in plastic, with a staggering eight million metric tons of plastic waste dumped into the sea each year.
As a brand synonymous with the beach, Corona is committed to protecting paradise. But right now, most of the world doesn’t know that marine plastic pollution is a global issue, which affects us all.
To generate awareness and urgency around the issue, Corona set out to change the public’s perception of paradise from idyllic to endangered.
Reflecting the scale of the problem, our global campaign spanned the corners of the world, focusing specifically on seven key markets: Australia, Colombia, Chile. Dominican Republic, Ecuador, Peru, United Kingdom.
Describe the creative idea
As a brand that calls the beach its home, Corona is in a unique position to bring attention to the issue of marine plastic pollution.
To highlight the issue and make everyone care, we created a global campaign that put plastic into other places it doesn’t belong – everywhere from fashion to billboards and events.
Aligning with World Oceans Day 2018, we hijacked the most iconic symbols of paradise, including Corona’s own brand platform. Across all touchpoints, our Oceans Week campaign replaced the pristine beach images the public usually sees with executions that show paradise in its true state: drowning in plastic.
Utilizing multiple platforms (including OOH, large scale special builds, events, the brand’s Instagram channel and even via a uniquely designed Hawaiian shirt), the campaign was specifically geared to appeal to many different audiences, from surfers and beach-goers, to city dwellers and the fashion world.
Describe the execution
Beyond hijacking Corona’s own brand platform, we wanted a tangible product to further demonstrate the current polluted state of paradise.
We redesigned a classic symbol of paradise: the Hawaiian Shirt, and wove a message of urgency and hope into its pattern. Made from upcycled ocean plastic, our Paradise? shirt looks idyllic from a distance, but look closer and the plastic reveals itself. Featuring the most common plastic items that wash up on our coastlines from bottle caps to cutlery, the shirt is a reminder to avoid these single-use items in our lives, and proof that we can reinvent our way out of this mess.
Influencers got the world talking about our shirt by sharing it on their social channels and wearing it on the evening news. All proceeds from the limited-edition shirt went towards Parley for the Oceans to restore paradise to its idyllic state.
List the results
Corona was the most talked about brand during Oceans Week. The campaign garnered 2.69 billion earned media impressions, increased total brand mentions by 13%, and drove 44% of #100islandsprotected lifetime usage.
The campaign instigated front-page, agenda setting news and made it to national TV and newspapers in our key markets: Australia (The Australian, News.Au), UK (Sky News, Evening Standard), Colombia and Ecuador (La Republica, El Tiempo), Dominican Republic (Chevere Nights).
Globally, over 200 influencers shared our content and generated 30 million social impressions.
Our limited-edition Paradise? Shirt sold out in a couple of days and was featured in media coverage all over the world.
In Chile, mayor Evelyn Matthei gave her endorsement to the Corona X Parley partnership, following national coverage of the Wave of Waste.
All of this working to achieve our aim of highlighting the issue of marine plastic pollution across the globe.