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This has been, by far, one of the most gratifying projects I've worked on to date.
Threatened by climate change, disease, and pollution, Puerto Rico’s coral reefs are facing an ecological crisis. In a country with no glass recycling program in place, Medalla Light, Puerto Rico’s National Beer, became part of the solution, proposing to restore the 24 million glass bottles it produces every year and turning them back into their raw material: sand. After all, its glass is made from a direct byproduct of coral skeletons: Caribbean sand - an ingredient crucial to coral restoration efforts.
With the help of marine biologists, pulverized Medalla bottles were added to the mix used to cement corals in the ocean floor. The goal: helping new Acropora Palmata colonies thrive.
To raise awareness, we enlisted Latin Grammy Award winner Pedro Capó, best known for his global hit Calma. The project was explained through a documentary-style content series and launched just in time for summer, as an invitation to protect Puerto Rico’s coasts and part of the brand’s commitment with the environment.
This is just the beginning of an on going project that aims to help restore many miles of coral just by turning our bottles back into sand.
Recognition
El Ojo de Iberoamérica 2021 | El Ojo PR | Acciones de Comunicación y Reputación Creativa | Bronce
El Ojo de Iberoamérica 2021 | El Ojo PR | Acciones de Responsabilidad Social | Bronce
Credits
Client: Cervecera de Puerto Rico
Agency: DDB Latina Puerto Rico
CEO: Edgardo Rivera
CCO: Enrique Renta
Creative Director: Leslie Robles
Associate Creative Director: Patricia Pérez
Art Director: Ángel Rivera
Account Director: Vivian Velázquez
Account Supervisor: Jamie Lee Ruiz
Producer: Ive Negrón
Director: Alejandro Pedrosa
Editor: Joe Cintrón
Sound Design: Carlos Rivera
Production: Worldjunkies
Marketing Technologies Director: Joseph López
Project Manager: Nábila Díaz
Partners: Isla Mar Expeditions & HJR Reefscaping
