Corona is a brand born at the beach–it’s our home. That’s why we’ve worked to protect it from plastic pollution over the years. The latest step in our long-term efforts was becoming the world’s first global net-zero-plastic brand: that means we clean up and recycle more plastic from the environment than we put into it. But saving the sea will take all of us. So, we needed to make a splash on World Oceans Day and introduce net-zero plastic to the world, to motivate other people to get involved and reduce their plastic footprint.

The idea of the campaign was "Imagine a world free of plastic."

Plastic is pervasive and has become a global threat to our oceans. Plastic pollution’s ubiquity has made the problem seem nearly impossible to solve. To change this, we showed plastic in arresting new ways to communicate what’s at stake: our entire planet. Then, we helped them do something about it.

The '77 Earths' film imagined our beautiful planet as one of many Earths, a world where we could afford to let plastic suffocate whole oceans, just like we do now.

We followed with the Plastic Letter, an activation that turned a beach strangled by plastic into an SOS from nature. We cleaned the beaches, and used the plastic to write a letter asking everyone to imagine a world free of plastic and make a difference by joining a beach cleanup.

In order to create real change, this campaign’s approach required two distinct phases.

For eco-conscious consumers who feel disillusioned about plastic pollution, we needed to help them see the issue in a new light. Through the 77 Earths film, we flipped the perspective on the problem and issued a call to stop resigning ourselves to marine plastic pollution, because we only have one Earth.

Then, we had to show them that a world free of plastic is within our reach. Through the Plastic Letter, we transformed a polluted beach into an open letter that introduced the solution: Net-Zero Plastic, which means recycling more plastic than we use, in business and in life.

The campaign launched globally on World Oceans Day. It was delivered as broadcast and digital video, OOH, activations, and on-pack calls to action.

The launch film '77 Earths' took the Corona world of natural paradise and showed it in an entirely new way to get people to reconsider the plastic problem.

The Plastic Letter cleaned local beaches and turned that pollution into a powerful message from nature. Then, people worldwide responded, executing similar beach cleanups and constructing the "Imagine a World Free of Plastic" message out of plastic pollution in several languages.