BITE Insight

When you think of paradise, what do you see? White sands, sparkling blue seas and swaying, spikey palm trees? Sadly these long stretches of untouched paradise are becoming more and more rare as our plastic consumption levels skyrocket.

Although 70% of our planet is water, 90% of the waste found in it is plastic. To raise awareness of the extent of the problem in the UK, Corona worked with Parley and 3 Monkeys Zeno to create and promote a Wave of Waste in Old Street, London. The sculpture is made up of around 10,000 pieces of recycled plastic and highlights the amount of marine plastic pollution on every 2 mile stretch of the UK coastline, which amounts to around 1,200kg.

The campaign hijacks one of the traditional symbols of paradise, the wave, cleverly conveying the magnitude of the plastic problem in a powerfully three dimensional, tactile way.

Corona has partnered with Parley to launch #100islandsprotected, which aims to safeguard paradise and compel people to avoid using single use plastic. The brand has committed to cleaning up 100 islands by 2020, a pledge that has been supported by the adventurer Ben Fogle and actor Chris Hemsworth among others.

The campaign was launched to coincide with World Ocean’s Day to change the conversation around our use of plastic and to raise awareness of the extent of the problem. Because plastic doesn’t belong in paradise.