Corona has unveiled a 100% natural billboard campaign to celebrate the beginning of British summer time.
Located on Brighton’s seafront, the advertisement comes to life when light from the setting sun hits the “foliage-adorned” billboard, creating shadows that uncover a surprise message to the general public. During day-light hours the only thing visible on the billboard is Corona’s distinctive bottle label, but as the sun begins to set, the phrase “Made from the Natural World” appears.
Corona added: “As a beer brewed with 100% natural ingredients, Corona aims to celebrate the power of nature and the role it plays in the beer’s creation through its campaigns.
“The fleeting appearance of the message is designed to dramatise the naturally occurring magic moments orchestrated by the natural world, encouraging those around it to take a moment to disconnect from their fast-paced lives for a second.”
The beer brand’s campaign was created and developed by creative agency Wieden Kennedy and designed by Sketch.
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“Corona believes that the best things are made from the natural world,” Corona Europe marketing director, Irini Komodikis, said.
“From the natural ingredients we use to brew our beer through to our mission to help more people reconnect with nature, we’re now even extending this thought into our advertising.”
“The incredible design means that we have really relinquished control, allowing the power of the sun to take over, shining a light on the beauty and benefits of using 100% natural ingredients.”
“And where better to host the innovative billboard than amidst the buzz of Brighton, recently crowned the most eco-friendly and sustainability-conscious city in the UK.”
The campaign’s launch was accompanied by a sunset acoustic gig, live on Brighton’s seafront, using solar-powered amps for a “nature-inspired celebration” of summer.
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