Seeking to attack the issue of glass bottle waste head-on, Corona and agency Legacy Chicago introduced an innovative device called the “Corona Crusher” through an experiential campaign focused on sparking an eco-friendly enthusiasm among consumers ages 21-plus. The Corona Crusher addressed the bottle waste challenge that beaches endure by turning empty beer bottles into sand. The campaign’s experience was further enhanced with plantable seed coasters and a “sand bar” for creating custom sand art using sustainable materials such as bamboo, cork and glass. Tapping into influencers connected to sustainability, the campaign reach was further amplified, yielding more than 2.1 million social impressions. Throughout 32 weeks, the campaign executed 370 events across 30 cities in 16 markets and supported 270 accounts while recycling more than 231,000 pounds of glass. The campaign’s impact also led to the reduction of 29 tons of carbon emissions and conserved 115.5 tons of natural resources. —K.C.
Best Cause-Related Experiential Activation
Unwanted Film Festival
Brand: Canadian Centre for Child Protection
Agency: No Fixed Address
With child sexual abuse material (CSAM) growing last year at a rate of one film or image uploaded every two seconds, the Canadian Centre for Child Protection partnered with agency No Fixed Address Toronto to reframe the issue so the world can stop ignoring it. The “Unwanted Film Festival” campaign used AI to generate 85 million film posters that symbolize the amount of CSAM videos online and provoke action against their proliferation. The organization created an immersive experience adjacent to the Tribeca Film Festival that used 3D projection mapping to display the AI-generated posters. The experience functioned much like an exhibit, with supplementary takeaway cards with QR codes linking to a petition for intervention on behalf of the children. The “Unwanted Film Festival” campaign drew visitors’ attention worldwide, achieving 50 million earned impressions, inclusion in The New York Times podcast and thousands of petition signatures. —K.C.
Experiential Agency of the Year
Jack Morton
