CORONA
GLOBAL PLASTIC FISHING TOURNAMENT
THE ASK
Corona has spent years calling for the protection of our oceans and beaches. And in 2022, they took that mission to a global scale.
That spring, they launched the first-ever Global Plastic Fishing Tournament. Held across Mexico, Brazil, China, Israel, Colombia and South Africa, it was an ambitious initiative with a simple premise: recover plastic waste from the ocean to sell to recycling companies.
Our challenge? Reel in locals to get involved. Build community connections. Drive global media visibility. And rally support behind Corona’s commitment to cleaner oceans.
our RESPONSE
We spread the word through social media, local media outreach and grassroots materials, amplifying the event on the ground and across the globe.
During each tournament, we connected fishing communities with nearby recycling companies to compensate participants for their plastic hauls, giving them a new, sustainable source of income. Corona also hosted environmental workshops to educate and empower locals with long-term, ocean-positive practices.
Every event was designed to be scalable, repeatable and community-first. And they were a success.
the RESULTS
20 Tons
of plastic from the ocean
90%
Positive Sentiment
2.2M
