| Заголовок | 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. |
| Агентство |
Wieden + Kennedy Amsterdam
|
| Кампания |
Oceans Week
|
| Рекламодатель |
AB Inbev
|
| Бренд |
Corona X Parley
|
| Posted | Ноябрь 2018 |
| Бизнес сектор | Пиво, сидр, лагерное пиво
|
| История | 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. |
| История (оригинальный язык) | 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. |
| Тип медиа |
На открытом воздухе / вне дома
|
| Исполнительный креативный директор |
Mark Bernath
|
| Исполнительный креативный директор |
Eric Quennoy
|
| Креативный директор |
Alvaro Sotomayor
|
| Арт-директор |
Vasco Vicente
|
| Арт-директор |
Dean Pauley
|
| Копирайтер |
Toby Moore
|
| Продюсер Продакшн Студии |
Stijn Wikkerink
|
| Продюсер Продакшн Студии |
Head of Digital Design
|
| Планировщик счета |
Maria Correa
|
| Communications Planner |
Hillary Heath
|
| Цифровая стратегия |
Freddie Young
|
| Стратег цифрового формата |
Anna Chan
|
| Директор рабочей группы клиента |
Courtney Trull
|
| Директор рабочей группы клиента |
Will Hunt
|
| Делопроизводитель |
Thomas Missault
|
| Закупщик художественного оформления |
Nelleke Rekers
|
| Закупщик художественного оформления |
Stacey Prudden
|
| Исполнитель студии |
Noa Redero
|
| Менеджер проекта |
Gabi Moreira
|
| Коммерческие дела |
Michael Graves
|