In recent years, Mexico's beaches have faced a rising tide of pollution, with plastic waste choking marine life and turning shorelines into virtual garbage dumps. To raise awareness of the problem, Corona initiated a sea change on its beer cans.
Working with the Leo Burnett offices in Mexico and Australia, the brand launched a clever packaging transformation, creating cans that visually display data about the erosion of specific beaches.
Corona's iconic cans have always evoked seaside sunsets, with the blue, gold and white color scheme representing the ocean, sun and sky. For this project, the level of blue on each can sank according to the amount of plastic per square meter on Mexico's 10 most popular beaches. So, cans representing Los Cabos (0.56 plastic per square meter) were half blue, while the ones denoting Mahahual Beach (13.7 per square meter) were mostly white, with just a thin ocean strip at the bottom.
Of course, discarded beer cans also contribute to pollution. Even so, Corona has shown heightened sensitivity, joining with NGO Parley of the Ocean on ecological initiatives, and working to reduce plastics in its production facilities.
"Losing Blue" marks the brewer's second ecological push in recent weeks, following its garbage-wall blockade at Ipanema Beach in Rio de Janeiro, Brazil.
Federico Russi, creative chief at Leo Burnett Mexico, believes the brand deserves credit for generating a wave of action, as beach cleanups across the country have enjoyed a 30 percent spike in volunteers since the special cans hit retailers last month.
"We placed the problem in people's hands," he says, "because they have the power to change the situation."
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