ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Learn more about ADC105
Category
Experiential Design / Installations
Annual ID
ADC101_EXP027M
About the Work
To drive awareness of Canada’s plastic pollution problem, Corona partnered with the Great Canadian Shoreline and prop stylist, Caitlin Doherty to create life-sized beachgoers made entirely of locally collected plastic pollution. The beachgoers were created to actualize the jarring statistic that, on average, Canadians use almost twice the average body weight in plastic every single year, which significantly impacts our shorelines.
To highlight the need to protect our Canadian paradise, the execution had our life-sized beachgoers pop up in major markets across Canada throughout the month of June. The ultimate goal was to make plastic pollution personal for Canadians and shake their complacency about their own contribution to this problem. We aimed to educate Canadians on the impact our lifestyle choices can have on our environment, and encouraged them to sign up for a local self-lead cleanup in partnership with Ocean Wise.
Corona has become the first global beverage brand with a net zero plastic footprint, meaning the brand recovers more plastic from the environment than it releases into the world. This achievement is part of Corona’s global vision to be a sustainability leader in consumer-packaged goods and the latest in the brand’s efforts to help protect the world’s oceans and beaches from marine plastic pollution.
Our plastic beachgoers campaign significantly contributed to this vision and delivered impactful results. On-site, we generated over 33,000 QR code interactions from people passing by. We generated great National top tier coverage and surpassed our KPI by 160% with a total of 40.2M+ impressions and 156 featured stories including online, print and broadcast. Finally, we helped surpass the goal to clean 2 million m2 of shorelines across Canada and significantly increased consumers perception that Corona is a brand that cares about people, the community and the world.
To highlight the need to protect our Canadian paradise, the execution had our life-sized beachgoers pop up in major markets across Canada throughout the month of June. The ultimate goal was to make plastic pollution personal for Canadians and shake their complacency about their own contribution to this problem. We aimed to educate Canadians on the impact our lifestyle choices can have on our environment, and encouraged them to sign up for a local self-lead cleanup in partnership with Ocean Wise.
Corona has become the first global beverage brand with a net zero plastic footprint, meaning the brand recovers more plastic from the environment than it releases into the world. This achievement is part of Corona’s global vision to be a sustainability leader in consumer-packaged goods and the latest in the brand’s efforts to help protect the world’s oceans and beaches from marine plastic pollution.
Our plastic beachgoers campaign significantly contributed to this vision and delivered impactful results. On-site, we generated over 33,000 QR code interactions from people passing by. We generated great National top tier coverage and surpassed our KPI by 160% with a total of 40.2M+ impressions and 156 featured stories including online, print and broadcast. Finally, we helped surpass the goal to clean 2 million m2 of shorelines across Canada and significantly increased consumers perception that Corona is a brand that cares about people, the community and the world.
2022 Awards
Total Points: 3
Merit Honor
Credits
Agency
Anomaly / Toronto
PR / Marketing Agency
Veritas
Production Company
Unreasonable Studios
Art Director
Leonardo Gonzalez
Copywriter
Charles Likely
Editor
Sean McLeod
Group Creative Director
Neil Blewett
Photographer
Noel Hendrickson
Producer
David Stulberg
Agency Producer
Steven Czikk
Sydney Price
Cinematographer
Carlo Wien
Christian Flook
Paul Watt
ECD & Partner
Dave Douglass
Head of Design
Shawn Lambino
VP, Creative Strategist
Lisa Kwong
Account Director
Patrick Martini
Business Director
Alexa Espinosa
Group Business Head
Matt Holton
Planner
Paul Lipson
President/Partner
Candace Borland
Props Fabricator
Caitlin Doherty
Senior Account Director
Julia Des Islets
Senior Account Manager
Rachael Montgomery
Sound Engineer
Brian Bernard
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