We had spent years telling people that summer was a time to kick back and do your own thing, so we didn’t want to drop a weight on their shoulders with a heavy, doom-and-gloom climate change message. We needed to keep the brand optimistic, but be clear that we meant business.

The lead visual for this program did just that, as decades of Corona’s iconic perspective — rooted in the sand, looking out at an endless horizon — were instantly upended. The aerial view claims dominion over the territory in a true “think global” moment for a brand that has spent so much time indulging in the individual’s search for personal satisfaction.

This was the first time the brand had ever run a cause marketing platform during a period when all of its competitors are doing everything they can to capture consumers’ attention with larger-than-life promotional offerings, so we had to show up with more than just a promise and a goal.

Oceanic facilitated partnerships with brands that are leading the way in sustainable production, including Norton Point and Ocean Bottle, both of which make their products out of recycled ocean plastic — a very direct connection to our mission and a perfect set of merchandise to support the cause. The merch was made available for purchase, which would contribute to the cause, and consumers could enter to win it as well.

Furthering our goal of keeping it light-hearted and celebratory, a Fourth of July push brought the celebratory energy of the holiday to our shores. Our headline acknowledged our mission of clean beaches across the USA with a wink.

Photos by Clayton Hauck