Plastic Fishing Tournament
Ab InBev
Issue 60 | September 2021
Agency
We Believers
Creative Team
Chief Creative Officer Gustavo Lauria Creative Directors Juan Francisco Gutierrez, Nicolas Defferrari Art Director Juan Francisco Gutierrez Copywriter Nicolas Defferrari
Production Team
Head of Production Marcia Jaes Production company Primo Event Company Relevant
Other Credits
Planning Director Marco Vega Head of Account Services José Quijano Operations Director Natalia Gamarra Account Director Nallely Recinas Account Executive Caterina Malpica Creative Co-ordinator Rocío Fernández Sasso Client VP Marketing Fábio Baracho Martinelli Head of Consumer Growth Clarissa Pantoja Brand Director Yune Helena Aranguren Sanchez Communications Director Mariana Cuellar Digital Manager Alfonso Borel Brand Manager Ana Daniela Tellez Olivares Head of Production draft line Diana Rodríguez
Date
June 2021
Background
Beer brand Corona has long positioned itself as a beer for the beach. That has led it to support many initiatives for cleaner beaches and to establish its own sustainability programme. In June 2021 Corona was able to announce that it was the first beverage brand to achieve ‘net- zero plastic’, recovering more plastic from the environment than it generates.
The brand wanted to draw attention to this achievement and to its work retrieving waste from the ocean.
Idea
In Mexico, as in many other parts of the world, fishermen now find way more plastic than fish in the sea and the fish they catch are way smaller than those they caught a decade ago. Their work gets harder and harder.
But what if that problem was transformed into a solution to clear up the oceans? That’s how the idea to create the world’s first plastic fishing tournament was born. Fishermen fished for plastic, not fish and were paid per kilo of plastic what they would have been paid for a kilo of fish.
The winner of the tournament pulled in nearly 815 pounds of plastic on the day of the contest, earning $14,800 pesos, the equivalent of a month’s wages from fishing at the usual rates.
The contestants were all hooked up with the country’s largest recycling company, Mexico Recicla, so they can continue to sell the plastic they catch in order to generate extra income.
Results
80 fishermen competed, collectively hauling in more than three tons of plastic refuse from the ocean at Mazatlán, Mexico.
The story featured in over 250 different publications, generating over 11 million impressions and achieving 100% positive sentiment.
Our Thoughts
If you want a case study of a brand embracing purpose and walking the walk as well as talking the talk then Corona is as good as it gets. It’s not just initiatives such as the ‘Rubbish Hotel’ they built with the crap washed up on Spanish beaches to raise awareness of the problem nor the pledge to clean 100 beaches in the next four years nor even the recent AR app ‘Plastic Reality’. Their six-packs now come in packaging made from barley straw and they are funding start-ups with ideas for reducing or eliminating plastic from the supply chain. They’ve even invited in climate solutions organisation South Pole to check them out. Now that’s purposeful.