Corona is well known for actions that focus on nature preservation by cleaning beaches and oceans. But all of the brand's ads have always shown bottles in nature. And bottles don't belong in nature.

The brief was to communicate Corona's Returning Project, a commitment that is taking place in 4 countries to return bottles produced by the brand and leave them out of nature. This campaign would also have to impact the public to inspire people to join our cause.

To communicate the Returning Project, we also returned the bottles of our ads in 4 countries where the project is taking place, Uruguay, Germany, Austria, and Brazil.

We did this by digitally erasing the bottles from every photo from previous campaigns, creating the first Corona advertisement with no bottles in brand history.

The idea was simple, but the results were enormous. In the first 5 months, more than 2 million bottles have been returned so far, reaching a total return rate of 43% in all countries. Montevideo, Uruguai's capital, had the highest rate, 70%.

With this, the Brand Power grew 13,2% compared to 2022.