In 2018, Corona has made an important commitment in the fight against plastic pollution: protecting 100 islands around the globe until 2020. Thus was born the Better World Platform, an initiative that goes beyond cleaning paradisiacal islands. In 2019, Corona announced their sponsorship to Gabriel Medina, 2 times world surf champion, and Fernando de Noronha was chosen the first island to be protected by the brand.

Noronha is a small and remote island, 500km far from the continent, what makes recycling even more complicated. We needed more than a big clean up. We need to stop producing plastic garbage. For that, we’ve met the small businesses of the island, people who work hard and use plastic in their businesses to survive in one of the most expensive places in the country, and offered our biggest asset: Medina.

In such a remote paradise, that suffers with plastic pollution, it was very clear that cleaning the garbage wasn’t enough. We needed to find the plastic that hasb’t become garbage yet, connecting the local community with the Brazilian Hero Gabriel Medina. So, we’ve purposed an agreement with the local businesses: Corona would lend Medina to be the spokesman for them, in exchange, they would end their entire stock of plastic, immediately. Yes, Gabriel Medina, current world surf bi-champion, became the face of businesses like Giselly’s Waitress Services, The Twins Tent, Robson’s Stall, Tasty Taste Delicious Motor Services, among others.

Of course: only shooting commercials for these businesses, without thinking in how to spread them, looked like a work in half. That’s why we’ve used Medina also as media vehicle, publishing all films on his Instagram account, for his more than 8 million followers.

17 other influencers got on board, making, simultaneously, clean ups around the island, taking the campaign to a national audience through their accounts, also on Instagram.

We’ve treated small businesses like big companies. We’ve hired one of the most respected film directors in Brazil and wrote commercials that could, easily, fit for a bank, car, insurer or any other multinational account. All films were written and shot in the island, according to the business’ interests.

The social attack with Medina and the other influencers impacted more than 35 million people. Besides 14 million in earned media, reaching 13.6 million.

And there’s something else: a few days after our campaign launching, the mayor of Noronha created a law that prohibits the use and sell of disposable cups, plates, straws and packages made of plastic in the island. We can’t say that we were responsible for that. But at the same time, we are definitely part of it.