注意

文件暂时无法下载,请稍候再试!

注意

当前文件大小MB,你的下载剩余量(MB)已不足。

月下载量(150MB)将在每月第一天上午8:01分更新。

下载作品须先扫描二维码
并关注官方微信

注意

考虑到带宽成本,WELOVEAD提供的是有限量免费下载。

请在下载前,注意以下数据:

下载前余量 MB
文件大小 MB
下载后余量 MB

注意

由于当前服务器繁忙,请耐心等待秒。之后你就可以再次下载文件。

Losing Blue

Losing Blue | 科罗娜 | Corona | 李奥贝纳 | Leo Burnett
下载原始文件 下载原始文件 JPG | 3530x2502px
基本信息
行业: 酒精饮料
媒体:设计与品牌
风格: Minimalism
说明cnen
Background

Mexico is one of the biggest plastic consumers on the planet. Because of this, plastic pollution on Mexico’s beaches has reached critical levels and now, the country is at risk of losing their beaches forever. Corona wanted Mexicans to know how serious the issue had become.

Describe the creative idea (40% of vote)

To show how plastic pollution has changed Mexico’s beaches, we changed Corona’s packaging for the first time in 100 years. We created ‘Losing Blue’: the cans that showed how just how polluted Mexico’s beaches are.

We worked with marine biologists and environmental institutions to determine the level of plastic found in 10 popular Mexican beaches. Then, we visualised the data on a range of Corona cans, using the blue to show the level of pollution found in the affected beaches.

Describe the execution (40% of vote)

Corona’s entire branding is based on a beach sunset. The blue represents the ocean, the yellow the sun, and the white the sky. So to raise awareness about how plastic pollution has affected Mexico’s beaches, we changed the branding on our cans.

Using Corona’s iconic blue, we showed the level of plastic pollution found on each of the 10 affected beaches. The more plastic we found, the less blue we showed.

We distributed 200, 000 limited-edition cans across the country, targeting locals from the polluted beaches as well as the wider community. When people took the cans, they took away a new understanding of how plastic pollution was damaging Mexico’s beaches.

List the results (20% of vote)

Our cans sold out within days and sparked a national conversation about the fight against plastic pollution. Most importantly, the cans spurred Mexicans into action, resulting in 30% more people volunteering for beach clean-ups across the country. By changing our cans, we changed people’s attitude towards plastic pollution.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2019
入围 设计
Special Editions & Promotional Packaging
最新更新
加载中...
赞助商