Corona: WHITE TIDE

Credits & Description:

Advertiser: GMODELO
Agency: JWT SPAIN
Category: Websites, Microsites & Banners
Creative Director: Curro Rubira (JWT Spain)
Photographer: Adolfo Morales
Art Director: Ivan De Dios (JWT Spain)
Copywriter: Jaime Chavarri (JWT Spain)
Creative Executive Director: Jaime Chavarri (JWT Spain)
Online Copywriter: Jose Manuel Hoyos (JWT Spain)
Editor: Joserra
Online Art Director: Felix Ajenjo (JWT Spain)
Film Director/Producer: Isabel Coixet
Creative Director: Ivan De Dios (JWT Spain)
Producer Company: (La Joya/Miss Wasabi Lab)
Editor: Miguel Donaire (JWT Spain)
Project Manager: Raul Esteban (JWT Spain)

Execution
By creating a documentary we not only turned into instant news at a crucial time but also turned into content for TV Channels such as National Geographic. Millions of consumers connected with our message and our brand.Also, journalists, volunteer associations and the public could re-live events on the website savethebeach.org/marea-blanca, generating a huge response as former volunteers uploaded photos and videos , sharing their experience and creating a virtual monument of the before and after of the Galician coast. Corona Extra is a brand that owes too much to the beach; it was born in the Mexican coast and wants to give back something to the beach.

Outcome
We achieved a PR Value of €1.36m, including 48 news items in national press, 35 minutes in 17 TV news programmes, 69,21 min in 16 news programmes on radio and 199 news items in Online media.Savethebeach.org and mareablanca.org received more than 120,000 visits, with more than 800 photos and videos uploaded to the website. A video seeding campaign achieved an additional 197,450 visualizations.Our Fan base on Facebook also broke the 100,000 fan mark, and most importantly, on September 29th, we cleaned El Pozuelo, Granada, Spain, with more than 200 volunteers from Granada and even England, cleaning more than 15,000 liters of garbage.

Client Brief Or Objective
According to the UN European beaches receive up to four tons of waste per kilometre each year and 80% comes from domestic life disposals. Corona `Save The Beach´, our pioneering Corporate Responsibility platform, wants to stop this trend by raising awareness among European citizens and working to clean at least one endangered beach per year. To carry out this huge environmental program Corona Extra has created www.coronasavethebeach.org, an online community that gives voice to all Europeans, who are invited to report and vote for the most endangered beaches found in Europe in order to decide which beach should be cleaned each year.

Implementation
In 2012, we leveraged the 10th anniversary of the ecological disaster caused by the oil tanker 'Prestige'. The disaster had made a deep impression on Spanish society as well as across Europe and we paid homage to the 300,000 volunteers who gave up everything to clean up the 77,000 tons of oil which were polluting the Galician coast.We created a documentary Isabel Coixet about the experiences, memories and feelings of volunteers now and then. We also took the largest panoramic photo in the world, covering 275 kms of the coastline most affected; on it we geo-positioned the names of the volunteers and photos and the videos of the disaster.