| 标题 | 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. |
| 广告公司 |
Wieden + Kennedy Amsterdam
|
| 广告战役 |
Oceans Week
|
| 广告主 |
AB Inbev
|
| 品牌 |
Corona X Parley
|
| Posted | 11月 2018 |
| 行业领域 | 啤酒，苹果酒
|
| 剧情简介 | 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. |
| 剧情简介 (原始语言) | 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. |
| 媒体类别 |
户外广告
|
| 执行创意总监 |
Mark Bernath
|
| 执行创意总监 |
Eric Quennoy
|
| 创意总监 |
Alvaro Sotomayor
|
| 美术指导 |
Vasco Vicente
|
| 美术指导 |
Dean Pauley
|
| 文案 |
Toby Moore
|
| 制作公司制片 |
Stijn Wikkerink
|
| 制作公司制片 |
Head of Digital Design
|
| 客户企划 |
Maria Correa
|
| Communications Planner |
Hillary Heath
|
| Digital Strategy |
Freddie Young
|
| Digital Strategist |
Anna Chan
|
| 客户总监 |
Courtney Trull
|
| 客户总监 |
Will Hunt
|
| 客户主管 |
Thomas Missault
|
| Art Buyer |
Nelleke Rekers
|
| Art Buyer |
Stacey Prudden
|
| Studio Artist |
Noa Redero
|
| 项目经理 |
Gabi Moreira
|
| Business Affairs |
Michael Graves
|