Corona Builds Wall Made from Litter to Block Ipanema Beach

On most days you can expect Ipanema Beach to be filled with sunbathers, surfers and tourists because of its luxurious white sand and glorious weather. Last week, however, a wall that reaches 6 feet tall was displayed to block the view of the beach. This massive wall was entirely constructed with trash that was collected from the beach…within just three days.

The wall expands 49-feet long and is explained with a sign that reads,“One day, the trash left on the beach will stop you from getting into it.” It’s a simple message that most would probably ignore, but the execution and placement of the wall makes for a long-lasting impact. Corona implemented this wall as a way of announcing their collaboration with Parley for the Oceans, which is a nonprofit that protects the oceans from destruction through projects like this one in Ipanema.

The two companies worked with“… agencies Suko and Mutato, which note that there will be more plastic than fish in the sea by 2050, according to the Ellen MacArthur Foundation and the World Economic Forum”(Corr). Statistics like this are quite startling and hard to believe. But by creating a physical wall that is impossible to ignore, the need for immediate change is right in front of our eyes.

Corona found a way to not only advertise their brand and partnership, but to also create a powerful project relating to an issue that needs immediate attention and action. It is critical for brands to not only promote these values but to also act on them, and Corona was able to do this in a seemingly natural way. By creating this partnership and projects that make a direct impact on the population, Corona’s audience will see them as more credible and be more likely to align themselves with their brand.

References:

Corr, Amy, and Amy Corr. “Corona Blocked Part of Ipanema Beach With a Wall Made From 3 Days of Trash Gathered There.” — Adweek, Adweek, 8 Apr. 2019, www.adweek.com/creativity/corona-blocked-part-of-ipanema-beach-with-a-wall-made-from-3-days-of-trash-gathered-there/.