|Category||A01. Food & Drink|
|Product/Service||CORONA X PARLEY|
|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|
|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|
|James O’Donnell||OzDesign Manufacturing||Producer (shirt)|
|Adolfo Correa||Freelance||Shirt Pattern Designer|
Why is this work relevant for PR?To own the conversation on World Oceans Day 2018, we hijacked Corona’s own media channels to help raise awareness for marine plastic pollution. By using a multitude of executions, media channels and influencers, we generated global attention and made headlines in key markets around the world. Ultimately garnering 2.69 billion earned media impressions and achieving our aim to show the world the reality of paradise today: drowning in plastic.
BackgroundToday, 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 ideaOur oceans are drowning in plastic, but most of the world is not aware of this colossal environmental issue. To highlight the issue and make everyone care, we created a global conversation by putting plastic into other places it doesn’t belong – everywhere from fashion to billboards to events. Aligning with World Oceans Day 2018, we hijacked the most iconic symbols of paradise, including Corona’s own brand platform. Across all touch points (including, large scale installations, events, Corona’s own brand channel, specifically developed products, and via global influencers and media outreach), our ‘Oceans Week’ campaign replaced the pristine beach images the public is usually fed, with executions that show paradise in its true state: drowning in plastic.
Describe the strategyEvery element and asset of the campaign was designed to change people’s perceptions and raise awareness for marine plastic pollution. It was key for our campaign to appeal to many different types of consumers, similar to how plastic pollution faces everyone, everywhere. Utilizing multiple platforms, we were able to generate global earned media and maximize the campaign’s reach to target a global audience - everyone from surfers and beach-goers, to city dwellers and the fashion world. Furthermore, it was also an opportunity to educate consumers on Corona's ongoing partnership with Parley For Oceans and commitment to protect 100 islands across the world by 2020.
Describe the executionIn the week leading up to World Oceans Day, we started the conversation by hijacking Corona’s OOH and DOOH - swapping the brand’s familiar images of paradise for beaches blighted by plastic, and added a thought-provoking question mark to the brand’s global tagline ‘This is Living’. The hijack continued on Corona’s Instagram, and featured only images of paradise’s true polluted state. In key global cities, we created large attention-grabbing installations in high foot traffic areas. At first these resembled typical Corona billboards, but over a few days were transformed into gigantic ‘Waves-of-Wastes’ built from real oceans plastic. We also redesigned the classic Hawaiian Shirt pattern, including plastic into the design. Made using upcycled plastic, the limited-edition shirt was available online, with proceeds donated to Parley for the Oceans. Our influencers wore it during the evening news, shared it on their social channels, and used it to broadcast the WSL competition.
List the resultsCorona 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.
Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work.
The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.
PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.