Losing Blue by Corona, the cans that showed just how polluted Mexico’s beaches are
Corona has a huge affinity with Mexican beaches, so much so that the design of its packaging is inspired by a beach sunset. The blue represents the ocean, yellow the sun, and white the sky. Today, pollution has caused to have less sea to enjoy. And if the ocean is no longer the same, our packaging shouldn’t be either. In collaboration, the Australian and Mexican offices of Leo Burnett, the agency created Losing Blue. The Corona Cans that changed its design for the first time in 100 years to show how polluted Mexican beaches are.
The agency collected data about pollution from each beach in Mexico and made it visible in our packaging. Each can come with a specific beach name and its level of contamination.
The more contaminated water on each of the beaches, the less blue in the cans. Our call to action was simple, we must recover the blue of the seas using less plastic.
That’s way, when people took our beer they also took away conscience about the situation happening in our beaches.
Credits
Brand: Corona
Campaign: Losing Blue
Agency: Leo Burnett Mexico
Leo Burnett Worldwide Chief Creative Officer: Mark Tutssel
Leo Burnett Mexico Chief Executive Officer: Horacio Navarro
Leo Burnett Mexico Chief Creative Officer: Federico Russi
Leo Burnett México General Creative Director: Diego Ortiz
Leo Burnett Australia Creative Director: Jim Walsh
Leo Burnett Australia Creative Director: Blair Kimber
Leo Burnett Australia Copywriter: Ellie Dunn
Leo Burnett Australia Art Director: Stacy Karayannis
Leo Burnett Mexico Art Director: Raquel Jauregui
Leo Burnett Mexico Art Director: Alejandro Castro
Leo Burnett Australia Planner: Andrea Nelson
Leo Burnett Mexico Producer Director: Roberto Collazo
Leo Burnett Mexico Producer: Liliana Valdespino
Leo Burnett Mexico – Account Director: Hugo Rivapalacio
Production House: Bionica TV
Tags:
Cannes Lions International Festival of Creativity, Leo Burnett Mexico, Losing Blue, Corona, Beer, Leo Burnett Worldwide, Mexican beaches, Integrated Campaign, Mexico, Alcoholic Drinks, OOH Advertising, Best Outdoor Advertising Campaigns, Best OOH campaigns, Best Outdoor Ads
