Cannes Lions

Free Range Humans Season 2: Nature is Calling "The Cacti Padre"

PEREIRA O'DELL, San Francisco / AB INBEV / 2022

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Overview

Background

A societal truth is that people want to help save the planet from climate crisis but aren’t quite sure where to start or how to build new behaviors into their lives. For many people, their lives are dominated by corporate routines, capitalist norms, and environmentally unfriendly convenience—so though they want to do better, routines are hard to break.

Corona is one of the most eco-friendly brands in the world. It has been eliminating plastic from its packaging, doing beach cleanups, and helping marine preservation for decades now. Corona needed to inspire their audience to do the same, to give them a way to connect the dots between the less confined and constrained Corona lifestyle that they love and the urgent needs of the natural world.

Idea

"Free Range Humans: Nature is Calling” is Season 2 of the global content series from Corona Studios. This season focuses on six individuals who answered a unique call to preserve, conserve, and heal nature in unprecedented ways. At a time in history when nature needs us more than ever.

In the series, we visit South Africa, French Polynesia, Canda, Chile, Argentina, Mexico, and Brazil. We meet a different Free Range Human in each country who has committed their life to answering a call from nature—such as protecting and preserving every single species of cacti in the world to ensure they live on.

Strategy

"Free Range Humans: Nature is Calling” is Season 2 of the global content series from Corona Studios. This season focuses on six individuals who answered a unique call to preserve, conserve, and heal nature in unprecedented ways. At a time in history when nature needs us more than ever.

In the series, we visit South Africa, French Polynesia, Canda, Chile, Argentina, Mexico, and Brazil. We meet a different Free Range Human in each country who has committed their life to answering a call from nature—such as protecting and preserving every single species of cacti in the world to ensure they live on.

Execution

The series rolls out over the course of a six week time period, launching with episode 1 and following with the premier of a new episode each week. While viewers can experience the content on YouTube, supporting paid media lives across a robust ecosystem including OOH, radio, digital, and social. “Free Range Humans: Nature is Calling” launches in Colombia with a global rollout in Brazil, China, Chile, Argentina, and South Africa thereafter.

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