Plastic pollution is having a devastating effect on Mexico’s beaches. To show Mexicans just how bad the problem had become, we used Corona’s iconic branding to bring the plastic pollution levels to life. We worked with scientists and marine biologists to determine the level of pollution found in 10 popular beaches. Then, we visualised the data on Corona’s cans. The more plastic we found, the less blue we showed. Cans were distributed around the country and all delivered our message: ‘The more plastic we use, the more ocean we lose’.

This project is:
Client-commissioned

Agency
Leo Burnett Melbourne

Client URL
https://www.coronaextra.com.au/

My Role in This Project
My role as senior copywriter in Losing Blue was coming up with the creative concept and overseeing the entire rollout. While the campaign idea originated in our Melbourne office, we worked with our Mexican agency in bringing the idea to life.