2023 Winner

CASE SUMMARY

Canada’s coastline is the world’s longest, surrounded by the Atlantic, Pacific and Arctic oceans. But the natural beauty of their shorelines, including their waterways inland, are being overtaken by plastic pollution. As a brand associated with the beach and the outdoors, Corona is committed to reducing plastic waste in its waterways and tackling this pressing issue in Canada. The agency needed to make the problem personal for Canadians to shake their complacency about their contribution to plastic water pollution.

The challenge was to create an idea that did more than just talk about protecting their waterways and actually made a difference in solving Canada’s plastic water pollution problem.

The rivers have become highways for plastic waste, with 80% of the world's ocean plastics entering the ocean via rivers and waterways. The Corona Plastic Collecting Billboard is a first-of-its-kind floating billboard that collects plastic waste from North America’s third largest river, the St. Lawrence, intercepting it before it spreads into the oceans.

To bring The Corona Plastic Collecting Billboard to life, they worked with The Searial Cleaners, a coastal waste management company that utilizes disruptive technology to restore waterways back to their pristine environment. Together, they integrated a plastic waste collecting device directly into the base of their billboard giving it the capability of removing many different types of plastic waste from the waterways, like plastic water bottles, bags, and straws, among many other types of plastic pollution. The trash skimmer that collects plastic waste had a tank affixed to it inside that was able to hold roughly 200 kilograms of plastic waste. That’s 21,622 plastic water bottles, 36,364 plastic bags, and 153,846 plastic straws. That plastic then gets removed and properly recycled.

The Corona Plastic Collecting Billboard garnered over +14 million impressions (14.98M). Throughout that time, they were picked up by publications like Strategy, AdNews, NewsWire, Curiosity, The Message, Yahoo.com, LaPresse, and Journal De Montreal.com, just to name a few.

This year in 2023, they will be installing a permanent plastic waste skimmer in The St. Lawrence River to further help remove plastic waste from entering the Atlantic Ocean. From Sept 21 to Oct 21, 2022, they removed plastic from the St. Lawrence River daily, with their ultimate goal being to use Plastic Collecting Billboards to help reduce plastic waste in all of the world’s most polluted rivers.

Credits

Labatt
Mike Bascom - Brand Director
Melisa Bayrav - Sr. Brand Manager
Madeline Barker - Brand Manager

Anomaly
Dave Douglass - Executive Creative Director
Neil Blewett - Group Creative Director
Etienne Bastien - Creative Director
Chloe Kim - Sr. Art Director
Darren Marranca - Sr. Copywriter
Shane Rodak - Sr. Copywriter
Matt Stasoff - Social Strategy Director
Marie-Pierre Toure - Head of Production
Sydney Price - Sr. Producer
Meaghan Binstock - Sr. Producer
Paul Lipson - Executive Strategy Director
Matt Holton - Head of Accounts
Alexa Espinosa - Business Director
Patrick Martini - Account Director
Rhiannon Enss - Account Director
Emily Kinney - Account Supervisor

Veritas PR
Julia Dee Islets
Rachael Montgomery
Jessica Walcot
Laura Andrejicka

PRODUCTION CREDS
Production: Parade Studios
Director: Anthony Ayotte
Producteur, associé: Guillaume Dubois
Producteur exécutif, associé: Jean-René Parenteau
Freelance editor: Sebastien Delporte

Water cleaning technology: The Searial Cleaners

Editing: School Editing
Editor: Mark Morton
Assistant Editor: David Ngandu
Executive Producer: Yumi Suyama

Online: Feather
Senior Visual Effects Artist: Luke Bellissimo
Online Assistant: Jeremy Lewis
Producer: Sonia Ruffolo

Audio: Berkeley
Creative Director: Jared Kuemper
Assistant Engineer: Tyler Young
Exec Producer: Tyna Maerzke