Corona x Coral Vita
CONCEPTION | DESIGN
Challenge
In October 2021, Corona met Coral Vita - a coral restoration company that restores reefs in The Bahamas by growing and transplanting climate change-resilient corals. We instantly saw eye to eye and were hugely impressed by their work which went on to win the Earthshot Grand Prize, chosen by The Duke of Cambridge and Sir David Attenborough. Ever since our first meeting, draftLiners had been keen to find the right opportunity to collaborate and give their amazing work more visibility.
Idea
Valentine’s Day gifting can be difficult. Chocolates? Clichéd. Flowers? Done that. The gift of the ocean? Now I’m listening. We launched a partnership between Corona and Coral Vita to offer a unique Valentine’s gift: the chance to help repopulate the ocean with coral that grows 50x faster than in nature. The antidote to disposable gifting, this gave our sustainability-loving Corona drinkers the chance to buy their loved ones something truly special and support a cornerstone of ocean life. Introducing ‘Gift the Ocean’: A new gifting platform that enables you to give a climate change-resilient coral to your loved one.
Results
Our simple campaign visual hit screens on Valentine’s Day, encouraging people to consider swapping a traditional gift for a unique present that makes a difference while giving visibility to a brand that truly deserved it.
