CORONA
GIFT THE OCEAN
Coral reefs in the Bahamas are disappearing at an alarming rate, but climate fatigue has made people blind to the statistics. Corona partnered with Coral Vita—a high-tech farm that grows coral up to 50x faster—to turn a distant ecological crisis into an urgent, localised reality.
To disrupt daily routines and prove the terrifying speed of reef decay, the campaign launched a suite of hyper-localized, context-aware OOH, digital, and social ads. Instead of abstract data, the copy used immediate human actions as a ticking clock.
For Valentine’s Day, we invited people to skip fleeting gifts and instead buy a meaningful present that actually lasts.
Through a dedicated co-branded platform, users could choose and purchase resilient corals grown at Coral Vita farms.
Once matured, the corals were out-planted back into the ocean. Every recipient received a personalised certificate of ownership equipped with a QR code, mapping the exact coordinates of their coral in the Atlantic reef.
