What's Happening?
Imperial, Costa Rica's iconic beer brand, has launched a campaign titled 'Back Home' that won Gold in the Digital Experience AI Platform category at The Drum Awards. The campaign aimed to address sustainability
perception challenges by creating a system to return confiscated seashells to their original beaches. This initiative sparked a global environmental dialogue and improved brand recognition. The campaign involved developing a scientific classification system to identify seized seashells by their ecosystem of origin, allowing them to be legally returned to their natural habitats. The project led to a new legal protocol for ongoing returns, ending years of indefinite storage and closing a critical gap in environmental enforcement.
Why It's Important?
The 'Back Home' campaign is significant as it highlights the intersection of environmental restoration and brand sustainability. By addressing an overlooked flaw in environmental law, Imperial not only improved its sustainability perception but also set a precedent for customs protocols and creative purpose. The initiative demonstrates how data-driven solutions can lead to tangible environmental impacts, such as the return of 36,000 seashells to their natural habitats. This campaign has enhanced Imperial's brand metrics, especially among younger audiences, and positioned it as the most sustainable brand in Costa Rica. The project's relevance has reached a global stage, being presented at the 2025 UN Ocean Conference.
