ABOUT

Since its inception, Corona has been dedicated to the sea and its preservation. And while it has developed awareness and beach cleanup platforms, those things are no longer enough. The pollution of the world's oceans has become so alarming that it's become necessary to both deepen and broaden this commitment. This is why Corona created the first ever plastic fishing tournament: a global event where fishermen compete to make the biggest catch of plastic waste, in order to sell it to recycling companies. By connecting them during the events, we generated a new source of income for the fishing communities. In Mexico, fishermen drew 8 tons of plastic from the ocean. Right now, we are replicating the tournament in China, Israel and Brazil (we didn't get to share the footage in the case study, but we attached some cool pics from each country).