ROLE: ART DIRECTOR | DESIGNER | ILLUSTRATOR
AGENCY: WIEDEN + KENNEDY AMSTERDAM
CLIENT: CORONA
Just in time for summer, we subverted that classic symbol of paradise, the Hawaiian shirt. Are we called The Paradise? I've designed a shirt together with Adolfo Correa to mimic the actual state of heaven with a pattern that looks idyllic from a distance, but on closer inspection reveals plastic waste everywhere. The shirt is also made of recyclable plastic removed from the ocean.
We also hijacked the WSL Bali pro logo to Bali protected during world surf competition and took the capitals cities with stunt ambients to generate awareness about the ocean's week.
In honour of World Oceans Day, we've 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, W+K Amsterdam worked with Corona and Parley for the Oceans to highlight the issue by putting plastic into other places it doesn’t belong – everywhere from fashion to billboards to events.
