CORONA REIMAGINES ICONIC SYMBOLS OF PARADISE TO REMIND THE WORLD THAT PLASTIC DOESN’T BELONG IN OUR OCEANS.
In honour of World Oceans Day, Corona, together with Parley for the Oceans, hijacked its global ‘This Is Living’ brand platform to highlight the issue. By putting plastic into other places it doesn’t belong - everywhere from fashion to billboards to events, Corona’s aim was to spread the message and encourage change in behaviour of onlookers all over the world.
Just in time for summer, the classic symbol of paradise, the Hawaiin shirt was redesigned to mimic the true state of paradise with a pattern that looks idyllic from a distance, but on closer inspection reveals plastic waste everywhere. Global ambassador Chris Hemsworth wore the limited-edition shirt to help spread awareness of the global crisis. The hijack continued online and in OOH, where familiar images of paradise were swapped for beaches blighted by plastic pollution and Corona’s global tagline ‘This is Living’ became ‘This is Living?’. While special billboard activations in London, Australia, Dominican Republic and Colombia, showcased an enormous wave of actual plastic waste. To kick off the campaign, the major World Surfing League event, Bali PRO was renamed Corona Bali PROtected and a series of talks and beach cleanups organized. The ongoing mission is to warn the world that paradise is in danger and collectively we need to do something about it now.