Corona is a brand born at the beach–it’s our home. And today, our home is getting filled with trash: every minute, one garbage truck's worth of plastic gets dumped into our oceans. There’s so much plastic; we haven’t just become resigned to it; we’ve stopped seeing it entirely.

As the world’s first global net-zero-plastic brand, Corona already cleans up and recycles more plastic from the environment than it puts into it. But saving the sea will take all of us. So Corona set out to change people’s perspectives and turn this ugly problem into a beautiful solution that would grab people’s attention.

For this idea, we wanted the natural world to speak for itself. The art direction was driven by the natural world, the plastic we found at the site, and laid out by the hands of sand artists. First, we cleaned the beach. Then, sand artists repurposed the collected plastic and formed it into an open letter. It was a meticulous process that took teams of people organizing bits of plastic into different shapes and colors. For the final video, we flew a drone overhead, capturing both the beach’s natural beauty and the plastic letter that was right in the middle of this paradise. After the stills and video were captured, we cleaned and recycled all plastic and restored the beach to pristine condition.

We inspired and organized hundreds of volunteers across seven markets to clean up almost 5,000 kilograms of trash across 19,000 square meters of beach. We used that trash to build arresting SOS messages on beaches all around the world, emphasizing the plastic problem’s urgency.

The campaign convinced more consumers that Corona cares about the world and people. But most importantly, it drew attention to an urgent problem facing our planet, while enabling people all over the world to become part of the solution.