The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Direct Marketing

Plastic fishing tournament

Agency We Believers / New York + Primo Content / Mexico + Relevant + StereoMonkey Studio

Client AB InBev / Corona

Category

Experiential / In-Person Events

Annual ID

OS22_DM031B

About the Work

Since its inception, Corona has been dedicated to the sea and its preservation.
And while it has developed awareness and beach cleanup platforms, those things are no longer enough. The pollution of the world's oceans has become so alarming that it's become necessary to both deepen and broaden this commitment.

This is why Corona created the first ever plastic fishing tournament: a global event where fishermen compete to make the biggest catch of plastic waste, in order to sell it to recycling companies. By connecting them during the events, we generated a new source of income for the fishing communities.

In Mexico, fishermen drew 8 tons of plastic from the ocean.
Right now, we are replicating the tournament in China, Israel and Brazil (we didn't get to share the footage in the case study, but we attached some cool pics from each country).

2022 Awards

Total Points: 9

Credits

Agency

We Believers / New York

Client

Fabio Baracho Martinelli

Production Company

Primo Content / Mexico
Relevant

Music / Sound Production Company

StereoMonkey Studio

Composer

Karen Sielinski

Designer

Paola Hernandez

Director

Francesca Canepa

Editor

Diego Panich

Executive Producer

Odille Mondragon

Sound Designer

Raul Astete

Account Director

Nallely Recinas

Account Executive

Caterina Malpica
Gabriela Resendiz

Brand Manager

Alejandra Brizuela
Ana Daniela Tellez Olivares

Head of Production

Marcia Jaes
Omar Uscanga

Post Production

Dani Balcazar

3D Designer

Jonathan Vidal

Audio

Karin ST Monkey

Brand Director

Yune Helena Aranguren Sanchez

Chief Creative Director & Copywriter

Gustavo Lauria

Color Correction

Eva Pomposo

Communication Director

Mariana Cuellar

Consumer growth Manager

Clarissa Pantoja

Creative Coordinator

Rocio Fernandez Sasso

Creative Director & Art Director

Juan Francisco Gutierrez

Creative Director & Copywriter

Nicolas Defferrari

Digital Manager

Alfonso Borel

Director of Operations

Natalia Gamarra

DOP

Angello Faccini

General Producer

Leon Kurhi Morales

Head of Client Services

Jose Quijano

Head of Project

Alejandro Moran Calles

Managing director

Jaime Vidal

Planning Director

Marco Vega

Post Producer

Nancy Bravo

Production Director

Omar Uscanga

Production Manager Draftline

Diana Rodriguez

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