Mexican beer brand Corona is re-imagining the traditional out-of-home billboard for a new ad promoting its zero-alcohol proposition, Corona Cero.
Part of its ongoing ‘Sunshine is back’ campaign, the creative replaces regular billboards which can block residential buildings, with an empty frame titled “sunshine for everyone” that lets sunlight in, enabling residents to enjoy natural light.
Designed by creative agency David, it will initially be showcased in London’s Elephant and Castle, before being progressively rolled out across Europe.
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“‘Sunshine is back’ is an exciting campaign for us as we continue to demonstrate our commitment to connecting people with nature, bringing to life our ethos as a beer brewed with 100% natural ingredients,” Corona UK and Ireland marketing manager, Ruta Ambrasaite said.
First launched in 2023, ‘Sunshine is back’ is said to be inspired by the brand’s association with “nature and sunshine” and has already had a presence across Latin America and Europe.
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The residents of that building have had a horrible time over the years with billboards blocking their light and view. I don’t really see that advertising that you’re not doing that (much) is a great message. Surely they would be better putting their billboards where they don’t interfere with residents at all?