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To reduce the 14 million tonnes of plastic that end up in the ocean every year, Corona worked with We Believers to reward fishers for plastic brought back on their boats. During a series of plastic-hauling tournaments, they connected fishing communities with recycling companies, helping them to earn a second income by selling plastic all year round. The project has since drawn more than 20 tonnes of plastic from the ocean and is becoming common practice in 10 countries.

Embedded content: https://vimeo.com/771523906

This sustainable, multi-fix solution resonated with 2022 juries: it took Golds in the Sustainable Development Goals Lions, Brand Experience & Activation Lions and the Outdoor Lions, as well as other metal wins.

LIONS feature panel 1200 x 675 credits – 1

“This is not just a stunt, it’s something that is becoming normal practice in 10 countries.”

Gustavo Lauria

CCO & Co-Founder

We Believers New York

Director in Focus: Francesca Canepa



Tell us about your role.

I’m a documentary, music video and advertising director.

What was your career path?

I started out creating short films in the fashion industry. My first short film won at the Guadalajara International Film Festival and I thought: “Maybe I can make a living doing this.” My second short film premiered at the Berlinale and was the first Peruvian short film to be nominated for the Oscars. At that point, Primo Content contacted me. This project, ‘Plastic Fishing Tournament’ is my first experience of creating a film for a brand.

What would you say has been your career highlight so far?

I have two: winning Gold at Cannes Lions 2022 and seeing my first short film, ‘El Silencio del Río’, premiere at the Berlinale in 2020. What inspires you?

The specificities of humanity. When I started out, I wanted to be a photojournalist. I love to take pictures and to analyse the complexities of people and how they interact with the world. It helps me to understand myself.

Tell us about ‘Plastic Fishing Tournament’.

My objective was to shoot the video in an intimate, human way and highlight the importance of the sea for these fishermen. When we saw the amount of rubbish they collected, we realised the impact that this would have.

What lesson would pass on to someone else?

The importance of bravery and perseverance. Don’t compromise on your goals.

"From the first talk we had with Francesca, we realised the passion she had for this profession. ‘Plastic Fishing Tournament’ grew thanks to her proposal and her insistence that things be done the way she wanted, because she was convinced that it was going to be incredible, and it was."

Jaime Vidal

Managing Partner

Primo Content