Primesight is pleased to announce that Corona's 'Wave of Waste' has been recognised by FEPE, the global outdoor advertising body, with the Creative Classic Award at 2019’s awards ceremony.
Corona installed a sculpture of a crashing wave built from plastic collected in the UK at Primesight’s Old Street Domination to mark World Oceans Day on 8 June 2018. The plastic weighed 1,200kg, and was composed of over 10,000 individual pieces – representing the amount of marine plastic pollution found on the beach every two miles in the UK.
The special build, developed by Wieden + Kennedy, Vizeum, Posterscope and Sketch Events, and designed by artist Andy Billett, depicted Chris Hemsworth surfing the ‘wave of waste’ from a Primesight 96-sheet. Members of the public were invited to contribute to the wave by dropping off their own plastic waste at the site in the run-up to World Oceans Day.
The Mexican beer brand partnered with charity Parley for the Oceans to take their fight against marine plastic pollution to the global stage, using high profile sites like Primesight's Old Street Domination. Playing upon their distinctive strapline ‘This is Living’ and hijacking iconic symbols of paradise on a grand scale saw Corona become the #1 mentioned brand on World Oceans Day.
“The Old Street Domination offered a one-of-a-kind canvas to showcase Corona’s artistry in a beautiful yet provocative manner – in turn anchoring the brand’s commitment to protecting paradise in the heart of what is arguably London’s most forward-facing, creative district.” -Kathryn Harding, account director, Vizeum UK
This campaign was previously recognised by The Drum’s 2018 Creative Out of Home Awards as Special Build of the year.