Corona Save the Beach - "Portman Beach"

J. Walter Thompson España

J. Walter Thompson España Madrid, Spain

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Title	Portman Beach
Title (original language)	Bahía de Portman
Agency	J. Walter Thompson España
Campaign	Save the Beach - Corona
Advertiser	Grupo Modelo
Brand	Corona Save the Beach
Date of First Broadcast/Publication	2010 / 9
Business Sector	Environmental & Ecological Issues
Story (original language)	Corona Save the Beach, a pioneer initiative created by JWT, agency responsible for the strategy and communication in Europe for Corona Extra beer, organized its last event on Satursday, September 25th. Almost 500 volunteers dressed with overalls, gloves and equipped with rakes and bags gathered in the Bahía de Portmán beach in Murcia, Spain, with the objective of cleaning the garbage and trash from the sand, reeds and rocks of the bay. In roughly four hours of cleaning, volunteers picked up a volume of 62.500 liters of garbage. What most surprised was the profile of the people attending the event. Not only were they activists aware of the problem, groups of friends and entire families, people from all ages, working hard to leave a clean beach.
Media Type	Events
Advertising Manager	Martin Orbea
Advertising Manager	Lucia Benitez
Executive Creative Director	Miguel Bemfica
Creative Director	Juan García Escudero
Creative Director	Jaime Chavarri
Creative Director	Curro Rubira