The Paradise Shirt / Corona Oceans Week

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THE PARADISE? SHIRT

Corona Oceans Week

Hello Everyone!

I am very happy to share this beautiful project for Corona, comissioned by
Wieden + Kennedy Amsterdam.

In honour of World Oceans Day, we hijacked Corona’s global ‘This Is Living’ brand platform to help combat plastic pollution.
With a staggering eight million metric tons of plastic waste dumped into the sea each year, I worked with Wieden + Kennedy Amsterdam, Corona and Parley for the Oceans to highlight the issue by putting plastic into other places it doesn’t belong.

Just in time for summer, we subverted that classic symbol of paradise, the Hawaiian shirt. Called The Paradise? Shirt, it’s designed by Adolfo Correa to mimic the true state of paradise with a pattern that looks idyllic from a distance, but on closer inspection reveals plastic waste everywhere such as old toothbrushes, plastic rings, cuttery and so on.
Supported by global ambassador, Chris Hemsworth, and made with the help of Parley from the very stuff it depicts – plastic from the ocean; the limited-edition shirt shows the world paradise is in danger while doing something about it.

The campaign had a great success online and we sold out all the shirts in a couple days to support more oceans cleanups, receiving a giant positive feedback from all over the world with the hashtags #OceansWeek #100islandsprotected

Credits

Agency: Wieden + Kennedy Amsterdam
Client: Corona
Studio Manager: Lizzie Murray
Creative Director: Alvaro Sotomayor
Art Director: Vasco Vicente
Copywriter: Toby Moore
Producer: Stijn Wikkerink
Account Director: Will Hunt
Account Executive: Thomas Missault
Designer & Illustrator: Adolfo Correa
Animation: Manuel Ferrari, Adolfo Correa.
Film: W+K Team.

CORONA FILM