The billboard design - which showcases a life-size wave made entirely of plastic - was created in collaboration with Wieden + Kennedy, Vizeum and Posterscope to support Corona’s “This is Living?” campaign.
Corona has chosen World Oceans Day to hijack its well known tagline by switching it to “This Is Living?” as well as replacing beautiful beach imagery with images of a polluted paradise.
“As a brand that is synonymous with the beach, we are seeing the destruction of shorelines and oceans up close,” said Felipe Ambra, Global VP of Corona.
“Our ads usually showcase paradise the way we assume it to be, pristine and beautiful, but today it’s increasingly hard to find a beach without plastic. This World Oceans Day, Corona wants to remind the world that we all need to protect our beaches to continue enjoying them.”
This is the first special build on Primesight’s newest site on Old Street.
Of the installation, Kathryn Harding, Account Director at Vizeum said: “We had a very specific brief for this activation - to source a site in the UK worthy of ‘Spectacular OOH’ around World Oceans Day.
“As such, the Old Street Domination offered a one-of-a-kind canvas to showcase Corona’s artistry in a beautiful yet provocative manner - in turn anchoring the brand’s commitment to protecting Paradise in the heart of what is arguably London’s most forward-facing, creative district”.
To find out more about World Oceans Day, visit www.worldoceansday.org