Cannes Lions

Plastic Fishing Tournament

WE BELIEVERS, New York / AB INBEV / 2023

Awards:

1 Bronze Cannes Lions
1 Shortlisted Cannes Lions
Case Film
All (Supporting)
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Overview

Entries

Credits

Overview

Background

For decades, Corona has invited consumers to join them on the beach and enjoy paradise. But the brand realized that the paradise we have invited consumers for decades to join us in is at stake. The state of the oceans' plastic pollution is so alarming that the brand had to take a more active role.

CREATIVE CHALLENGE

Deepen Corona's commitment to protecting paradise, creating new long-term sustainable platforms to actively combat ocean pollution and protect the beach life paradise, we invite our consumers to join.

The creative idea had to go further:

1) Helping reclaim the remaining amounts of paradise in our oceans and beaches for the world with concrete actions.

2) Finding ways to eliminate 100% plastic pollution through long-term commitments.

Business-wise, the brand wanted to increase the perception of Corona as a socially responsible brand and drive positive sentiment, brand power, and sales upwards.

Idea

For decades Corona's brand purpose has been to invite us to disconnect from routine to reconnect with our essential nature. Because when we go outside to the beach. We live again. But the paradise setting our brand has been associated with is at risk of being lost forever.

The brand shifted from an invitation to join us in beach paradise to an active invitation to join us and protect the paradise we enjoy today and ensure it's still there for generations to come.

We took this commitment deeper into the sea than ever. Corona created the first-ever Plastic Fishing Tournament: a global-scale creative platform where fishermen worldwide are rewarded for making the biggest catch of plastic waste to sell to recycling companies. The more plastic they catch, the more money they make, and the cleaner the ocean stays. This is what Corona's protecting paradise stands for.

Description

BACKGROUND

Corona has been committed to the sea and its preservation for decades. However, more than raising awareness of ocean pollution and beach cleanup platforms was required from the brand: 14 million tons of plastic end up in the ocean yearly. The state of the oceans is so alarming that the brand decided to take its commitment deep into the sea this time.

CREATIVE CHALLENGE

Deepen Corona's commitment to the environment by creating new long-term sustainable platforms to actively combat ocean pollution and protect the beach life paradise we invite consumers to join us in.

SOLUTION

Corona created the first-ever Plastic Fishing Tournament: a global-scale creative platform where fishermen worldwide were rewarded for making the biggest catch of plastic waste to sell to recycling companies.

The more plastic they catch, the more money they make, and the cleaner the ocean stays.

EXECUTION

The evolution of the plastic fishing creative platform is more than just an idea. It's an enormous impact on the environment and fishing communities.

The brand has connected fishing communities, recycling companies, local governments, NGO's and other brands, creating a virtuous cycle that not only provides a second source of income for the fishermen but also helps increase plastic recycling in the world. Keep in mind only 9% of plastic gets recycled nowadays.

We've partnered with a non-profit in South Africa to build recycled plastic bricks. In Mexico, we've partnered with Adidas and Unilever to create recycled turf for soccer fields, jerseys, and packaging.

Our impact has allowed us to secure government pacts and long-term commitments, such as the landmark agreement with the Pacific Alliance that recognizes plastic fishing as a commercial practice and is committed to hosting plastic fishing tournaments for years to come.

RESULTS

Activation:

The brand made plastic fishing a viable and long-term sustainable practice a reality. Now, the platform is going to a whole new level. The Pacific Alliance's governments, composed of Colombia, Mexico, Chile, and Peru, signed a treaty to make plastic fishing a formal commercial practice and compromise to hold the tournament in their countries for years to come.

Tournaments have been:

Held in 15 countries, more than twice the countries involved in our first year.

Increased from 6 tournaments to 105 in just one year!

Extracted more than 200 tons of plastic, a 10X increase from year 1.

Business:

In every market, the initiative has taken place, Corona:

Became the #1 most socially responsible brand in Abinbevs portfolio. Brand perception from consumers as a socially responsible brand as it increased 4X in the first two years since the plastic fishing tournament began. The positive sentiment of the campaign in our social media channels was a historic 98%.

Achieved the highest Brand Power score in the company's history and became the best practice as a CORE brand across all brands worldwide. The most important brand equity metric in our brand equity studies measures brand power, sustainability perception, and consideration.

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