Making use of one of the most iconic beach songs in the history of beach songs, “The Girl from Ipanema,” Corona last week launched a clever CSR campaign to highlight the problem of plastic waste by constructing a six-foot-tall, 49 foot long wall made of plastic garbage collected on Ipanema.
The wall, which partially blocked the entrance to the fabled shores, was constructed by the Suko agency in partnership with Mutato and is part of global a partnership between Corona and NGO Parley Of The Oceans.
According to the Ellen MacArthur Foundation and the World Economic Forum, by 2050 there will be more plastic in the ocean than there are fish in the sea, according to.
“One day, the trash left on the beach will stop you from getting into it,” said a sign in front of the wall, an activation created for beer brand Corona to promote its partnership with environmental nonprofit Parley for the Oceans.
Corona and Parley worked together last year for the ‘Wave of Waste’, in Old Street, London, featuring Australian actor Thor actor, Chris Hemsworth surfing in a wave of plastic collected in the UK.
