The Challenge
Corona has been the brand of the beach, the sun, and the sea for decades. It cares about the ocean—and about those who depend on it. That’s why the Fishermen Storytellers project could only come from a brand with this kind of vision. Every year, during the closed fishing season—when the capture of certain species is banned to allow for reproduction—local fishermen are left without their only source of income. For many, the only alternative becomes illegal fishing. Faced with this harsh reality on the beaches of Brazil—and in many places around the world—Corona created a new source of income by tapping into the second thing fishermen love most: telling stories. Corona turned their legendary tales into tourism experiences. Fishermen became guides. Their stories became attractions. And the tours became a new form of income. In this way, the brand that cares for the oceans—and for those who depend on them—helped marine species reproduce in safety, while also providing an alternative livelihood for the fishermen.
The Solution
During the closed fishing season, when fishing is prohibited, small-scale fishermen are left without income — and the reproduction of marine species is threatened by illegal fishing. To address both sides of this issue, we grounded our strategy in a powerful cultural insight: fishermen love telling stories. We visited small fishing communities and listened to hundreds of local legends. That’s where creativity made all the difference. We transformed those fishermen’s tales into local tourism experiences. Fishermen became guides, their stories became attractions, and the tours became a new source of income — all while allowing marine life to reproduce safely. The public embraced the initiative across all platforms — from the brand’s film on social media, to the fishermen’s podcast onboard over 18,000 flights, and even in small local hotels. The impact was immediate: all tours sold out in under 24 hours, creating a powerful blend of economy, environment, and entertainment.
