Wave of Waste in Association with Corona
6-Corona_After
7-Corona_After
5-Corona_After
Case Study

Client


IMPACT

  • 10.7 million influencer social reach
  • 1.6 billion reach of media coverage
  • 28 pieces of coverage
  • 62 influencer social media posts

World Ocean’s Day and Corona’s ‘Wave of Waste’

Corona took the issue of marine plastic pollution to the global stage by hijacking iconic symbols of paradise for World Oceans Day (Friday 8th June), raising awareness of this fact by inserting plastic into places it doesn’t belong.

The ‘Wave of Waste’ sculpture in Old Street, London, featured Australian actor Chris Hemsworth surfing in a wave of plastic collected in the UK. It was huge. In fact, the total weight was 1,200kg of plastic – representing the amount of marine plastic pollution found on the beach every two miles in the UK!

To amplify the ‘Wave of Waste’ in the UK, we worked with environmentally conscious influencers to share photos of the build, encouraging people to come down and bring their plastic along to add it into the masterpiece.

Environmental activist and adventurer, Ben Fogle, also spoke with national and broadcast media to raise awareness of Corona’s ongoing commitment and partnership with Parley for the Oceans to protect 100 islands by 2020, and the plastic pollution threat paradise is facing.

What’s more, Corona and Parley for the Oceans have introduced a Hawaiian shirt that not only weaves marine plastic pollution into the design, but also the thread of the shirt itself.

Influencers seeded this shirt through their Instagram channels, sharing photos of themselves wearing it with their followers and encouraging people to buy their own at wslstore.com/corona for £53 (with all proceeds from each shirt going to Parley for the Oceans to help support its mission to protect our oceans).

Check out the activity on #100IslandsProtected.