| Título | 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. |
| Agencia | Wieden + Kennedy Amsterdam |
| Campaña | Oceans Week |
| Anunciante | AB Inbev |
| Marca | Corona X Parley |
| Posted | Noviembre 2018 |
| Sector Empresarial | Cervezas, sidras, cervezas ligeras |
| Sinopsis | 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. |
| Sinopsis (Lengua original) | 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. |
| Medio | Exterior |
| Director ejecutivo de creación | Mark Bernath |
| Director ejecutivo de creación | Eric Quennoy |
| Director creativo | Alvaro Sotomayor |
| Director artístico | Vasco Vicente |
| Director artístico | Dean Pauley |
| Responsable de conceptos / redactor | Toby Moore |
| Productor de la productora | Stijn Wikkerink |
| Productor de la productora | Head of Digital Design |
| Planificador de cuentas | Maria Correa |
| Communications Planner | Hillary Heath |
| Digital Strategy | Freddie Young |
| Digital Strategist | Anna Chan |
| Director de cuentas | Courtney Trull |
| Director de cuentas | Will Hunt |
| Ejecutivo de cuentas | Thomas Missault |
| Comprador de arte | Nelleke Rekers |
| Comprador de arte | Stacey Prudden |
| Studio Artist | Noa Redero |
| Director de proyectos | Gabi Moreira |
| Business Affairs | Michael Graves |
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