Başlık | 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. |
Haftanın |
Wieden + Kennedy Amsterdam
|
Kampanya |
Oceans Week
|
Reklamcı |
AB Inbev
|
Marka |
Corona X Parley
|
Posted | Kasım 2018 |
Sektör | Beers, Ciders, Lagers
|
hikaye | 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. |
hikaye (ana dil) | 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. |
Medya Türü |
Outdoor/Out of Home
|
Yaratıcı Yönetmen |
Mark Bernath
|
Yaratıcı Yönetmen |
Eric Quennoy
|
Yaratıcı Yönetmen |
Alvaro Sotomayor
|
Sanat Yönetmeni |
Vasco Vicente
|
Sanat Yönetmeni |
Dean Pauley
|
Reklam Yazarı |
Toby Moore
|
Prodüksiyon Şirketi Prodüktör |
Stijn Wikkerink
|
Prodüksiyon Şirketi Prodüktör |
Head of Digital Design
|
Strateji Planlama |
Maria Correa
|
Communications Planner |
Hillary Heath
|
Digital Strategy |
Freddie Young
|
Digital Strategist |
Anna Chan
|
Müşteri Direktörü |
Courtney Trull
|
Müşteri Direktörü |
Will Hunt
|
Müşteri Temsilcisi |
Thomas Missault
|
Sanat İşleri Satın Alma Sorumlusu |
Nelleke Rekers
|
Sanat İşleri Satın Alma Sorumlusu |
Stacey Prudden
|
Studio Artist |
Noa Redero
|
Proje Sorumlusu |
Gabi Moreira
|
Business Affairs |
Michael Graves
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