Corona: Future for the Ocean Floor, 2

By 2050, there will be more plastic in the seas than fish, according to a UN report. An estimated 8 million tons of plastic waste enter the oceans annually. In Spain alone, every 7 minutes, 600 kilos of plastic are dumped in the sea. This is the exact amount of plastic that Corona has used to build an art installation to raise awareness of this fact. This art installation was located in Principe Pío, a crowded station in Madrid from the 5th to the 9th of June during World Ocean Day. The installation recreates how the bottom of the sea will look in the future. A sea bottom where the only species that have survived are the plastic ones. Plastic bags, straws, cotton swabs, caps, and bottles will be the only survivors. These new species are finishing with the sea ecosystem as we know it today. With this brand experience, Corona wanted to raise awareness about the plastic problem in order to slow down this situation. Spanish agency La Despensa has been in charge of developing this activation and campaign in Spain. This brand activation was part of Corona’s worldwide initiative Protect Paradise, which includes the 'Pay with Plastic' program, created by Wieden + Kennedy. People could bring their own plastic to be recycled and receive free beer in Casa Corona, Madrid. This initiative was also launched in different countries around the world. Corona, in partnership with environmental group, Parley for the Oceans, will commit to cleaning several beaches in Spain throughout next summer.