In the Mexican city of Mazatlan, the world’s first “plastic fishing” tournament was held: its participants had to catch as much plastic waste from the ocean as possible. The competition was organized by the beer producer Corona and the creative agency We Believers.
The tournament lasted one day, 80 fishermen took part in it. The fastest of them fished out 369 kg of plastic by the end of the evening, and together the participants rid the ocean of more than three tons of garbage.
To interest the fishermen, the organizers decided to pay more for each kilogram of garbage caught than they usually pay for a kilogram of fish. Thus, the winner of the tournament received 14,800 pesos – this amount is equal to the monthly income of a fisherman from Mazatlan.