Cannes Lions

Corona Studios: Ocean Shepherds

AB INBEV, New York / CORONA / 2020

Film
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Overview

Entries

Credits

Overview

Background

Our brand's editorial passion points include travel and marine life sustainability, concepts of growing importance to our audience. Our studio set-up is designed to tell authentic stories in spaces that stretch beyond our brand's core use case as a beverage product.

Looking to access the travel and sustainability spaces, we turned to authentic, acclaimed voices to tell relevant stories on our behalf - asking content creators to share their passion stories with us, and empowering them to tell the stories important to them.

Our objective was to engage our audiences on their terms and via their interests, and to develop a clear connection between their values and our brand values.

Idea

The creator's passion project takes us to French Polynesia, to meet Pierrick Seybald and Kori Garzal creators of the Ma’o Mana Foundation -- an organisation created to give back what the ocean gives to them.

The film documents their commitment to the oceans and ocean life, and celebrates two individuals who decided to make a significant change in their lives to become closer to nature, a concept intrinsically linked to our brand and our investment in ocean sustainability.

It's a piece celebrating individuals who choose to make a difference in the world, and the reward that decision can bring.

Strategy

We gently integrated our brand into this narrative, with our primary goal being to entertain audiences with authentic and resonant content, and secondarily build connections between our brand and their values and interests, in this instance the idea of disconnecting from the complexities of life and engaging more deeply with yourself.

We create content that is of tangible value to our audiences, in this case offering insight and entertainment around a topic of growing interest to them.

The creator's film is one of over 50 pieces produced to date, all of which communicate themes and messages core to the meaning of our brand via storytelling that is compelling to our audiences.

We then leverage digital segmentation, promoting relevant content based on audience locations, characteristics, and affinities, building deeper meaning with viewers pre-disposed to engage with each story.

Execution

Development and production of a short narrative-driven piece from the perspective of our filmmaker, alongside delivery of relevant supporting assets (e.g. trailers, vignettes and photography), shot in an agile manner with a light team and a quick turnaround -- evolving from development to completion in under a month. All production design, filming and post-production was done by our content creator team to ensure it is their story that is being told.

This is then delivered to an organic social audience (the largest in the category), optimised based on results and delivered to local market teams for scaled paid media support, targeting relevant geographies and personal interests.

Local market teams commit to significant always-on paid spend, identifying projects of particular interest to their audiences and scaling them to deliver impactful increase in brand lift (avg. 37% inc. in positive brand sentiment) and exceptionally long view-through rates (avg. 50%+)

Outcome

Ocean Shepherds, as part of our wider studios output, has helped to drive significant content reach (100+M views of our content), driving an average engagement rate of 16%, with brand lift studies showing a 37% increase in brand affinity.

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