SAVE THE BEACH HOTEL by J. Walter Thompson Madrid for Corona

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SAVE THE BEACH HOTEL

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Industry Beers and Ciders
Media Design & Branding
Market Spain
Agency J. Walter Thompson Madrid
Art Director Sergio Garcia Fontenla
Copywriter Matilde Sabras
Released January 2011

Credits & Description

Category: Exhibitions & Live Events
Advertiser: GMODELO EUROPA SAU
Product/Service: CORONA BEER
Agency: JWT
Date of First Appearance: Jan 10 2011
Entrant Company: JWT, Madrid, SPAIN
Managing Creative Director/Creative Director: Miguel Bemfica (JWT)
Creative Director/Art Director: Juan Garcia-Escudero (JWT)
Creative Director/Copywriter: Jaime Chavarri (JWT)
Copywriter: Matilde Sabras (JWT)
Art Director: Sergio Garcia (JWT)
Media placement: AMENITIES - ROME, ITALY - 3rd June 2010
Media placement: AMENITIES - MADRID, SPAIN - January, 10, 2011

Describe the brief from the client
Corona Beer, a brand that has always been conected with the beach, launched the “Save The Beach Project” to clean up a European Beach every year. We were asked to raise awareness about the problem of Beach pollution and to get people involved.

Describe the challenges and key objectives
The hotel was first put up in June 2010 in Rome, in the week of World Environmental Day and then placed in the heart of Madrid in January 2011, coinciding with Fitur, the most visited international tourist trade fair.

Describe how you arrived at the final design
Work has been led by the most shocking action: the construction of the first hotel in the world made of garbage. The hotel, with 5 double rooms, was made with close to 12 tons of inorganic waste collected from several European beaches and designed by HA Shult, the most famous environmental artist in the world.

Give some indication of how successful the outcome was in the market
The Corona Save The Beach Hotel has achieved a total amount of 2,500 press clips in 180 countries throughout the 5 continents. TV´s around the world broadcasted more than 30 hours to speak about the hotel and its main messages. We have reached 80,000 fans on our Facebook page and among those 50 selected citizens slept in the hotel. Apart from that, we reached 791,407,670 OTS (opportunities to see) and the PR campaign has generated more than €25 millions in publicity, with Corona mentioned 96% of times.