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海洋周
案例简介：为了纪念世界海洋日和提高对海洋塑料污染的认识，科罗纳劫持了天堂最具标志性的象征，包括科罗纳自己的全球品牌平台, 并成为本周最受关注的品牌。每年有惊人的 800万公吨塑料垃圾倾倒到海里,我们开始强调这个问题，把塑料放在不属于它的其他地方 -- 从时尚到广告牌再到活动。我们通过劫持 Corona 自己的 OOH 和 DOOH 开始了对话。在该品牌的全球口号中添加了一个挑衅性的问号，“生活” 变成了 “生活”？我们田园诗般的海滩图像被替换，以展示天堂的真实状态: 溺水于塑料中。劫持事件继续在该品牌的 Instagram 上发生，我们田园诗般的形象受到了攻击。在伦敦、澳大利亚、多米尼加共和国和哥伦比亚的中心，展示了全球各地的特殊广告牌活动，展示了大量实际塑料垃圾。科罗纳是海洋周期间谈论最多的品牌。总的来说，该品牌获得了 26.9亿的媒体印象，在海洋周期间，品牌提及增加了 13%。
海洋周
案例简介：In honour of World Oceans Day and to raise awareness of marine plastic pollution, Corona hijacked the most iconic symbols of paradise, including Corona’s own global brand platform, and became the week’s most talked about brand.With a staggering eight million metric tons of plastic waste dumped into the sea each year, we set out to highlight the issue by putting plastic into other places it doesn’t belong – everywhere from fashion to billboards to events.We started the conversation by hijacking Corona’s own OOH and DOOH. Adding a provocative question mark to the brand’s global tagline, ‘This is Living’ became ‘This is Living?’ and our idyllic beach images were replaced to showcase the true state of paradise: drowning in plastic. The hijack continued on the brand’s Instagram, where our idyllic images came under attack.Across the globe special billboard activations were exhibited in the heart of London, Australia, Dominican Republic and Colombia, showcasing enormous waves of actual plastic waste.Corona was the most talked about brand during Oceans Week. In total, the brand received 2.69 billion earned media impressions and brand mentions increased 13% during Oceans Week.
Oceans Week
案例简介：为了纪念世界海洋日和提高对海洋塑料污染的认识，科罗纳劫持了天堂最具标志性的象征，包括科罗纳自己的全球品牌平台, 并成为本周最受关注的品牌。每年有惊人的 800万公吨塑料垃圾倾倒到海里,我们开始强调这个问题，把塑料放在不属于它的其他地方 -- 从时尚到广告牌再到活动。我们通过劫持 Corona 自己的 OOH 和 DOOH 开始了对话。在该品牌的全球口号中添加了一个挑衅性的问号，“生活” 变成了 “生活”？我们田园诗般的海滩图像被替换，以展示天堂的真实状态: 溺水于塑料中。劫持事件继续在该品牌的 Instagram 上发生，我们田园诗般的形象受到了攻击。在伦敦、澳大利亚、多米尼加共和国和哥伦比亚的中心，展示了全球各地的特殊广告牌活动，展示了大量实际塑料垃圾。科罗纳是海洋周期间谈论最多的品牌。总的来说，该品牌获得了 26.9亿的媒体印象，在海洋周期间，品牌提及增加了 13%。
Oceans Week
案例简介：In honour of World Oceans Day and to raise awareness of marine plastic pollution, Corona hijacked the most iconic symbols of paradise, including Corona’s own global brand platform, and became the week’s most talked about brand.With a staggering eight million metric tons of plastic waste dumped into the sea each year, we set out to highlight the issue by putting plastic into other places it doesn’t belong – everywhere from fashion to billboards to events.We started the conversation by hijacking Corona’s own OOH and DOOH. Adding a provocative question mark to the brand’s global tagline, ‘This is Living’ became ‘This is Living?’ and our idyllic beach images were replaced to showcase the true state of paradise: drowning in plastic. The hijack continued on the brand’s Instagram, where our idyllic images came under attack.Across the globe special billboard activations were exhibited in the heart of London, Australia, Dominican Republic and Colombia, showcasing enormous waves of actual plastic waste.Corona was the most talked about brand during Oceans Week. In total, the brand received 2.69 billion earned media impressions and brand mentions increased 13% during Oceans Week.
海洋周
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Oceans Week
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基本信息
- 广告战役： #Oceans Week#
- 广告品牌： 科罗娜
- 发布日期： 2018-11-01
- 行业领域： 苹果醋 , 啤酒 , 烟酒/送礼 , 饮食/特产 , 饮品/饮料/冲饮
- 媒体类别： 短视频 , 户外
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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