| Titre | Oceans Week |
| Brief | To raise awareness of marine plastic pollution, Corona hijacked its own global brand platform. The slogan ‘This is Living’ became ‘This is Living?’ and idyllic beach images were littered with plastic. The hijack continued on the brand’s Instagram posts. Special billboards were exhibited in the heart of London, Australia, Dominican Republic and Colombia, showcasing enormous waves of actual plastic waste. As a result, Corona was the most talked about brand during Oceans Week. |
| Agence |
Wieden + Kennedy Amsterdam
|
| Campagne |
Oceans Week
|
| Annonceur |
AB Inbev
|
| Marque |
Corona X Parley
|
| Mise en ligne | Novembre 2018 |
| Secteur d'activité | Bières, cidres
|
| Synopsis | In honour of World Oceans Day and to raise awareness of marine plastic pollution, Corona hijacked the most iconic symbols of paradise, including Corona’s own global brand platform, and became the week’s most talked about brand.With a staggering eight million metric tons of plastic waste dumped into the sea each year, we set out to highlight the issue by putting plastic into other places it doesn’t belong – everywhere from fashion to billboards to events.We started the conversation by hijacking Corona’s own OOH and DOOH. Adding a provocative question mark to the brand’s global tagline, ‘This is Living’ became ‘This is Living?’ and our idyllic beach images were replaced to showcase the true state of paradise: drowning in plastic. The hijack continued on the brand’s Instagram, where our idyllic images came under attack.Across the globe special billboard activations were exhibited in the heart of London, Australia, Dominican Republic and Colombia, showcasing enormous waves of actual plastic waste.Corona was the most talked about brand during Oceans Week. In total, the brand received 2.69 billion earned media impressions and brand mentions increased 13% during Oceans Week. |
| Synopsis (langue originale) | In honour of World Oceans Day and to raise awareness of marine plastic pollution, Corona hijacked the most iconic symbols of paradise, including Corona’s own global brand platform, and became the week’s most talked about brand.With a staggering eight million metric tons of plastic waste dumped into the sea each year, we set out to highlight the issue by putting plastic into other places it doesn’t belong – everywhere from fashion to billboards to events.We started the conversation by hijacking Corona’s own OOH and DOOH. Adding a provocative question mark to the brand’s global tagline, ‘This is Living’ became ‘This is Living?’ and our idyllic beach images were replaced to showcase the true state of paradise: drowning in plastic. The hijack continued on the brand’s Instagram, where our idyllic images came under attack.Across the globe special billboard activations were exhibited in the heart of London, Australia, Dominican Republic and Colombia, showcasing enormous waves of actual plastic waste.Corona was the most talked about brand during Oceans Week. In total, the brand received 2.69 billion earned media impressions and brand mentions increased 13% during Oceans Week. |
| Type de média |
Affichage
|
| Directeur de la création |
Mark Bernath
|
| Directeur de la création |
Eric Quennoy
|
| Directeur de création |
Alvaro Sotomayor
|
| Directeur artistique |
Vasco Vicente
|
| Directeur artistique |
Dean Pauley
|
| Concepteur / rédacteur |
Toby Moore
|
| Producteur, maison de production |
Stijn Wikkerink
|
| Producteur, maison de production |
Head of Digital Design
|
| Planneur |
Maria Correa
|
| Communications Planner |
Hillary Heath
|
| Digital Strategy |
Freddie Young
|
| Digital Strategist |
Anna Chan
|
| Directeur de clientèle |
Courtney Trull
|
| Directeur de clientèle |
Will Hunt
|
| Chef de groupe |
Thomas Missault
|
| Acheteur d'art |
Nelleke Rekers
|
| Acheteur d'art |
Stacey Prudden
|
| Studio Artist |
Noa Redero
|
| Chef de projet |
Gabi Moreira
|
| Business Affairs |
Michael Graves
|