In celebration of World Oceans Week, Corona and Parley for the Oceans revealed ‘What The Ocean Gives Us’, a heartfelt poem to the sea that is part of a commitment to protect 100 Islands against marine plastic pollution by 2020.
With every breaking wave, every salty breeze, every sandy footprint giving way beneath our feet, we are reminded that the ocean is, truly, the place that keeps us feeling alive. The ocean gives us so much, but it’s at risk by the estimated 8 million metric tons of plastic waste that enter our Earth’s waters each year.If current marine pollution trends continue, the oceans will contain more plastic than fish by the year 2050.
The 60-second What The Ocean Gives Us film helps take a stand against ocean pollution and aims to raise awareness for the issue by reminding viewers why we love and need the ocean. Corona describe themselves as a brand that was born at the beach, surrounded by ocean. They claim it exists to inspire the world to disconnect from routine and reconnect with your essential nature. As a brand that celebrates a life lived outdoors and calls the beach and the oceans home, Corona is committed to protecting its homeland. But this home is facing a great danger.
The film is part of Corona and Parley for the Oceans’ partnership to help end marine plastic pollution, which was revealed last month on International Recycling Day. The long-term partnership launched with a plan to protect 100 Islands by 2020 starting in six key regions in different parts of the world – Mexico, Maldives, Australia, Chile, Italy and Dominican Republic. The partners will protect these regions by implementing Parley’s creative, multidisciplinary approach and signature formula, the Parley AIR Strategy (Avoid, Intercept, Redesign).
The AIR Strategy
The strategy is simple and easily scaled across private households, governments and corporations—and the creative industries that mold reality through ideas, materials and products. Based on the fact that at least every second breath we take is generated by the oceans, that mankind cannot survive on a planet with lifeless seas, the name Parley AIR also stands for three actions:
A = Avoid plastic.
“Avoid” includes initiatives to educate people on the importance of reducing plastic use, how to avoid unnecessary plastics and the value of replacing new, virgin plastic with Ocean Plastic™ materials made from upcycled marine debris. Through Parley Talks, ocean experts educate youth, creators, thinkers and leaders on the cause to inspire action. This education phase is the first step to ushering in change.
I = Intercept plastic waste.
“Intercept” is a comprehensive approach to collect existing waste using various methods from high seas to coastlines, divert plastics from landfill and prevent it from entering the oceans in the first place. While it is difficult and expensive to get plastic trash out of the open sea, where it is broken apart into tiny pieces and where only a small percentage is found at the surface, Parley is putting a strong focus on shorelines and beaches with its global network of partners and operations.
R = Redesign plastic materials and products.
“Redesign” addresses innovation around materials, products and new ways of using them. The original vision was to turn marine plastic debris into an opportunity and make it an attractive alternative to virgin plastic. With the name Ocean Plastic™. Parley successfully introduced this material to art, fashion and sports communities, setting a strong trend and new standard for the use of recycled materials. After establishing a global network with certified Parley Supply Chain partners comprised of recycling companies, yarn and fabric makers, Parley can now work towards its most challenging goal: the development of new materials that can replace plastic for good.
“We needed to take a stand and protect the heart and soul of our brand. We will spread our love for the oceans and make people understand that we need to take care of it, inspiring people to change their own behaviors. Corona is present in more than 180 countries and we have the opportunity and the responsibility to use that reach to be a voice for the oceans.” says Thiago Zanettini, Global Vice President of Corona.
Alvaro Sotomayor, Creative Director at Wieden+Kennedy Amsterdam – Corona’s global creative partner, says: “This project is about plastic. How it is everywhere. On this journey with Corona we’ve travelled to the most incredible places on Earth, and sadly saw firsthand how they were all affected by humanity’s carelessness, our lack of awareness of the consequences of our behaviour. Ultimately, we felt the need to share what we saw. To work together with these two ocean lovers – Corona and Parley for the Oceans – to transform fear into knowledge, selfishness into collaboration, and love into hope for our oceans, our beaches, our world.”
The film is narrated by Diego Luna and features the global ambassadors associated with the Corona X Parley partnership; actors Chris Hemsworth and Nashla Bogaert, as well as surfers Ramon Navarro and Matt Wilkinson. ‘What The Ocean Gives Us’follows a 3-minute film that initially launched the partnership last month.
“We are at war with the oceans. And if we win, we lose it all. Because every second breath we take, is created by the sea. The environmental issues we are facing, are caused by faulty economic systems. It is easy to blame big corporations, but the creative industries should truly own the problems. We have the tools to change it all. And we can do it really fast if we want.” Says Cyrill Gutsch, founder of Parley for the Oceans.