Category: Best non-fiction program, series or film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s)
Advertiser: GMODELO
Product/Service: CORONA BEER
Agency: JWT SPAIN
Executive Creative Director: Jaime Chavarri (JWT Spain)
Creative Director: Ivan De Dios (JWT Spain)
Creative Director: Jaime Chavarri (JWT Spain)
Interactive Creative Director: Curro Rubira (JWT Spain)
Art Director: Felix Ajenjo (JWT Spain)
Art Director: Cesar Jacobi (JWT Spain)
Copywriter: Jose Manuel Hoyos (JWT Spain)
Deputy Manager - Head Of Digital: Fernando Martinez-Corbalan (JWT Spain)
Account Manager: Anja Hoehne (JWT Spain)
Photographer: Adolfo Morales
Production Director: Isabel Coixet
Agency Productor: Luciano Firmo (JWT Spain)
Programmer: David Ruiz
: Raul Esteban
Media placement: DOCUMENTAL - ONLINE - 27.04.2012
Media placement: DOCUMENTAL - CINEMA - 27.04.2012
Campaign Description
At the moment Corona is linking the brand to the beach and to the values of fun, vitality and relaxing. So as well as using conventional advertising, Corona sponsors music and sports events and has set up 'Save the Beach', a platform which fights for restoring and protecting beaches in Europe.
In Spain, the law prohibits advertising alcoholic drinks which are over 20 degrees proof. And the professional ethics code warns against broadcasting alcohol advertising during children’s programme schedules.
Effectiveness
A lot of beaches in Europe are damaged. And through the platform Save the Beach, Corona aims to restore at least one beach a year. For this to be achieved, the more help the better.
In order to make society aware and call people to action, we decided to take advantage of the tenth anniversary of the Prestige disaster and create a documentary which would pay tribute to all the volunteers who gave up everything to go and clean up the beaches. They were known as the “White Tide” and we regard them as an example to follow for all of us who love beaches, both for their commitment and for being activists.
We went to Galicia and got in touch with various people who were affected as well as volunteers, in order to hear in first person how they lived through this time. Their experiences, their memories, their feelings.
We also managed to get Isabel Coixet to direct the documentary – a film director with 5 Goyas to her name (the Spanish Oscars). That way the project was bound to have even more impact.
We presented the documentary to the public in cinemas. The volunteers and their associations were invited to the premiere. The media was invited by using the same overalls the volunteers wore as an invitation. The premiere was successful: we managed to make the documentary a news story the very next day.
In addition, the documentary was available on Corona’s website Save the Beach and the public was encouraged to see it via radio, printed media and outdoor sites.
Implementation
The ecological disaster caused by the Prestige made a deep impression on Spanish society. Furthermore as 2012 marks the 10th anniversary of the tragedy, the public are particularly aware of it. So the campaign has been very well received. Both by journalists and the volunteer associations who came to the premiere of the documentary in the cinema, and by the public who could see it on the website savethebeach.org.
Outcome
The campaign was a success in terms of both awareness and image. We reinforced the association of the Corona brand with beach imagery and we strengthened their social work related to protecting the environment. Furthermore, we managed to get a greater public participation and awareness of the project Save the Beach.