THE PARADISE? SHIRT
1st & 2nd Edition
Corona Oceans Week
I am extremely happy to share this beautiful project for Corona, comissioned by Wieden + Kennedy Amsterdam.
In honour of World Oceans Day, we 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, I worked with Wieden + Kennedy Amsterdam, Corona and Parley for the Oceans to highlight the issue by putting plastic into other places it doesn’t belong.
Just in time for summer, we subverted that classic symbol of paradise, the Hawaiian shirt. Called The Paradise? Shirt, it’s designed by Adolfo Correa to mimic the true state of paradise with a pattern that looks idyllic from a distance, but on closer inspection reveals plastic waste everywhere such as old toothbrushes, plastic rings, cuttery and so on.
Supported by global ambassador, Chris Hemsworth, and made with the help of Parley from the very stuff it depicts – plastic from the ocean; the limited-edition shirt shows the world paradise is in danger while doing something about it.
If you want to support the oceans cleanups you can get one of these three limited editions shirts - SOLD OUT -
on WSL Store but also you can use this hashtags #OceansWeek #100islandsprotected
and of course avoid the use of plastic in your life.
Agency: Wieden + Kennedy Amsterdam
Studio Manager: Lizzie Murray
Creative Director: Alvaro Sotomayor
Art Director: Vasco Vicente
Copywriter: Toby Moore
Producer: Stijn Wikkerink
Account Director: Will Hunt
Account Executive: Thomas Missault
Designer & Illustrator: Adolfo Correa
Animation: Manuel Ferrari, Adolfo Correa.
Film: W+K Team, Adolfo Correa.
My Creative Process
Photographs from supporters, ambassadors and good people on instagram.
THE CAMPAIGN GOT A MASSIVE POSITIVE FEEDBACK ON SOCIAL MEDIAS, SPECIALLY INSTAGRAM WHERE PEOPLE'S SHARED THEIR PHOTOS THROUGH THE HASHTAG #OCEANSWEEK & #100ISLANDSPROTECTED.
AS THE SHIRT GOT SOLD IN A FEW DAYS, CORONA LAUNCHED THE 2ND EDITION IN A FEW REGIONS
-BEFORE THE PANDEMIC- IN OCEANIA & LATINAMERICA.