| Title | OCEANS WEEK |
| Brand | AB INBEV |
| Product/Service | CORONA X PARLEY |
| Category |
B05. Use of Ambient Media: Large Scale |
|
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 |
| Andy Billet |
Sketch |
Lead Artist |
| Laura Harrison |
Sketch |
Managing Director |
| Henry Coate |
Sketch |
Creative Director |
| Lisa de Sallis |
Sketch |
Account Director |
| Andrea Milani |
Sketch |
Operations & Production Manager |
| Daniel Bannister |
Sketch |
Crew Chief |
| Sophie King, Lee Powell, Hannah Billett |
Sketch |
Crew and Props Builder |
| Chris Evans-Roberts |
Ithaca Studio |
Managing Director (Lighting) |
Why is this work relevant for Media?
To own the conversation on World Oceans Day 2018, we hijacked Corona’s own brand platform and media channels to help raise awareness for marine plastic pollution.
As a brand synonymous with the beach, Corona’s ads typically show idyllic images of paradise that are far removed from the polluted reality. By hijacking the brand’s own media we were able to challenge this idyllic perception and show people the reality of paradise today: drowning in plastic.
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 get people to care, Corona briefed us to raise global awareness of the issue and
change the public’s perception of paradise from: idyllic to endangered.
Reflecting the scale of the issue, our brief was a global campaign, focusing specifically on seven key markets: (Australia, Colombia, Chile. Dominican Republic, Ecuador, Peru, United Kingdom).
Describe the creative idea/insights
Our oceans are drowning in plastic, but most of the world is not aware of this colossal environmental issue.
There is already enough plastic in the ocean to circle the earth 425 times, but despite efforts to reduce, reuse and recycle, experts predict plastic production will increase by 40% in the next ten years (US Center for International Environmental Law).
Up until December 2017, searches around plastic had remained flat over the past five years, with queries around “paper recycling” topping those of “plastic recycling.” The issue is especially less talked about in landlocked countries.
To create a sense of urgency around the problem and open the world’s eyes to how it affects everyone, we created a global campaign that put plastic into other places it doesn’t belong – everywhere from fashion to billboards to events.
Describe the strategy
In seven countries around the world, the special builds were conceived to be constructed at iconic, premium urban-center locations with high-foot traffic so that passerbys could no longer ignore the tonnes of plastic washing up on their own coastlines every year.
The media was live ahead of Oceans Week, peaking the interest of the press ahead of the build up to Oceans Day so that locals could witness paradise gradually drowning in plastic every day, disrupting their daily commute.
Describe the execution
We claimed ownership over Oceans Day by building headline-grabbing, spectacular OOH installations in central London and six other key cities around the world.
In the week leading up to Oceans Day, these ‘Waves-of-Waste’ resembled a typical Corona paradise OOH with the brand’s logo, and ‘This Is Living’ tagline. Over the following days, a specially-commissioned local artist set out to destroy paradise by building a massive wave in front of the billboard made from real ocean plastic - sourced from local beaches and depicting the average amount that washes up on shores around the world. We also added a thought provoking question mark to the brand’s tagline to ask, ‘This is Living?’.
On Oceans Day, our billboards looked more than a pile of garbage; a graphic display of the far-reaching spread of plastic. And a demonstration of how our careless everyday behaviour can have devastating effects on the places we love.
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 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.