The beaches most Chinese goes to are beautiful and well kept, and make up to 25% of “commercialized” beaches in China. But the dark reality is that 75% of China's wild beaches are uncared, unattended and filled with plastic waste thrown away by people or swept on to shores.

We know that installing trash bins would help, but we wanted to do it unconventionally. Corona teamed up with the Living Fossil Studio to create the Corona Living Bins – a series of trash bins made from plastic waste collected from the beaches.

Kilograms of garbage waste was collected and given a second life, while illustrating the reality of plastic pollution on the wild beaches. By informing more people of the horrible state of wild beaches artistically, we inspired the local community to join the mission to save it, by allowing the Corona Living Bins speak for itself.

The insight was inspired by the locals: when trash is dumped on a pile at the beach, people not think twice and naturally throw their trash on it. Therefore, we wanted to make a visual and actionable impact, for the Living Bins made from trash, to speak for themselves and change an unmanned place to be a place that can be self-governed, by its people. The target audience is directly aimed for the local communities, those who live close to these uncommercialized beaches, the surfer communities and the Pan Ocean protection lovers in Mainland China.

The Living Bins were installed at the uncommercialized beaches to build up awareness of the dire consequences of ocean and beach waste, for the local communities to use and inspire them to manage the way trash is handled. It not only attracted local and national media coverage, but it also brought light to the reality of these unmanned beaches for more people to become part of the solution.

In the upcoming year, starting from one beach in Wanning, Corona will continue to build this series of Living Bins and extend it to more uncommercialized beaches all around China's coastal cities.

PR coverage delivered over 3.36 million impressions, across a range of local, national and global outlets, and seen across news portals, fashion and lifestyle, alcohol industry publications, advertising and marketing and ESG media outlets. It directly reached 90% of the local communities living there and changed their behavior with this new awareness.