Mexican beer brand Corona and charity Parley for the Oceans are taking their partnership against marine plastic pollution to the global stage by hijacking iconic symbols of paradise for today’s World Oceans Day (June 8^th 2018).

As part of the campaign, the partners have created a sculpture, The ‘Wave of Waste’, in Old Street, London, featuring Australian actor Chris Hemsworth (Marvel’s Thor) surfing in a wave of plastic collected in the UK.

Over the last few days, Londoners have been able to contribute to this installation by dropping off their own plastic waste at the site of the billboard.

Corona and Parley launched their partnership a year ago; the latest campaign sees Corona hijacking its own advertising and iconic visions of paradise, plus the classic Hawaiian shirt pattern, to reveal the impact of marine plastic pollution.

Corona is selling a new Hawaiian shirt on its website which features threads made from marine plastic pollution. The Parley Ocean Plastic is collected from the open ocean, remote islands, shorelines and coastal communities. The design subtly features everyday plastic items like toothbrushes and plastic bottles to represent the fact that the issue at a distance is hard to see, but pervasive up close. The limited-edition shirts are available in three colours and can be purchased at wslstore.com/corona for £53 ($70). Proceeds from each Corona Hawaiian shirt will go to Parley for the Oceans to help support its mission to protect our oceans.

Installations like the Old Street one will also be appearing in Melbourne, Santiago, Bogota, Santo Domingo and Lima, all made from plastic collected from local beaches. The London installation includes plastic collected by The Marine Conservation Society from Holywell beach, East Sussex.

“As a brand that is synonymous with the beach, we are seeing the destruction of shorelines and oceans up close,” says Felipe Ambra, Global VP of Corona. “Our ads usually showcase paradise the way we assume it to be, pristine and beautiful, but today it’s increasingly hard to find a beach without plastic. Through our work with Parley, we hope to reverse this trend. This World Oceans Day, Corona wants to remind the world that we all need to protect our beaches to continue enjoying them.”

Corona and Parley point out that roughly eight million metric tons of plastic waste are dumped into the ocean each year. To raise awareness of this fact, the brand is inserting plastic into other places it doesn’t belong. Corona is starting by twisting its own campaign tagline and imagery to show the unfortunate fate of paradise plagued by plastic pollution.

Last month, the partnership changed the name of the “Corona Bali Pro” World Surf League event to “Corona Bali Pro-tected”, to make the point that even the most remote and aspirational paradises around the world are suffering.

Corona and Parley are committed to protecting 100 islands around the world by 2020 (see 100IslandsProtected.com). Launched last year, the partnership is already working with local communities in the Maldives, Dominican Republic and Chile and will continue to scale up efforts in several more regions within the next year. Corona x Parley also announced a fundraising platform called Clean Waves in May that upcycles plastic pollution into fashion products for purchase, with all proceeds going to additional island protection.

Parley for the Oceans is a global network covering the creative industries, brands, governments and environmental groups aimed at protecting the oceans. The organization has formed alliances with major corporations including adidas, Anheuser Busch InBev (Corona), Intel and the United Nations.

Corona is the leading beer brand in the Mexico and the most popular Mexican beer worldwide, exported to more than 180 countries. The Corona brand is owned by Anheuser-Busch.

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This summer, Mexican beer Corona is bringing its SunSets Festival to the UK with London’s first ever beach music festival.

Dutch melodic and deep house DJ and producer Bakermat, 2016’s Corona SunSets global ambassador, kicked off the UK Corona SunSets series with a summer launch party on June 30^th at Dalston Roof Park.

Corona SunSets is the AB-InBev-owned brand’s collection of festivals and events around the world. AB-InBev says in a statement that the program is “bringing to life the transformative moment of sunset through music and culture. Now in its third year, celebrations will continue throughout the year with close to 4,000 gatherings at some of the world’s best beaches, most iconic cities and awe-inspiring winter mountain tops.”

Corona SunSets is supposed to be the everyday manifestation of ‘This is Living’, the brand’s new global marketing campaign “that reminds people to go outside, enjoy life and live more moments that matter.”

Bakermat, who incorporates jazz and soul influences into his mixes, has created a signature sound exclusively for Corona, which supposedly embodies the spirit of a sunset moment. The exclusive anthem, “Games Continued,” was created by him in collaboration with Goldfish, and will be used for the sunset transition from day to night across the whole of the SunSets series.

Corona SunSets features eight flagship festivals and close to 4,000 events worldwide in locations including Ibiza, Canada and Australia. The experiences combine chilled acoustic beach tunes, upbeat melodic and deep house music with local beach and urban culture to immerse people in the experience of a sunset from day to night.

On July 30^th, the Corona SunSets Festival comes to London, with Greenwich Peninsula transformed into a beach paradise for thousands of music fans across the UK.

This festival will host world-class artists including Robin Schulz, Felix Jaehn, Crazy P Soundsystem, Norman Jay MBE and Nightmares on Wax who are confirmed as just some of the talents headlining across the two stages.

People will also be able to experience a transformation through an array of activities; including eclectic musical performances, sunset rituals and shows, beach games, local merchants selling handmade items, and golden sunset tattoo and body painting stations to initiate guests into the SunSets Tribe upon entry.

Andre Finamore, Marketing Manager Corona UK, says: “Corona is excited to be bringing Sunsets to London this year – transforming the Peninsula into a beach haven and igniting thousands of music fans across the country. We have enlisted a fantastic line up of world class artists and will be creating truly unique and transformational moments for festival goers, inspiring the country to get outside and live more moments that matter.”

For the remainder of the summer, Corona will also be hosting a series of sunset events at a number of well-known bars and clubs around the country, including: Red Gallery in London, Rainbow in Birmingham, Number 90 in London, Patterns in Brighton and Dalston Roof Park, finishing with an end of summer celebration at The Watering Hole in Cornwall in September.

More information on the Corona SunSets experiences is available at www.CoronaSunSets.com.

Corona is the leading beer brand in Mexico, the 6th most valuable beer brand in the world, and the most popular Mexican beer worldwide, with sales in more than 120 countries. Corona Extra was first brewed in 1925 at the Cervecería Modelo in Mexico City. Ten years after its launch, Corona became the best-selling beer in Mexico, and today continues to stand for Mexican pride around the world.

Last year, the Corona SunSets Stage featured at a number of UK festivals, including London’s LoveBox, Boardmasters in Cornwall and the BoomTown Festival

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