Beer brand Corona is heralding the start of British Summer Time (BST) with a new out-of-home campaign paying homage to the traditional wedge of lime served with its drinks.

Devised by parent company ABInBev’s in-house creative agency DraftLine Europe, the work went live yesterday (30 March) to coincide with the clocks moving forward and the arrival of longer days.

In a bid to strengthen its association with the outdoors and brighter days, the Mexican brand’s billboards will showcase a variety of lime-shaped sunsets that appear to be bursting out of a Corona bottle.

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“As the clocks go forward, we are excited for the nation to be able to enjoy an extra hour of sunshine,” Corona marketing director Europe, Benjamin Pauker said.

“As a brand that invites people to get outside and find moments of natural relaxation, we wanted to remind people that there is no better way to enjoy a sunset than with a Corona and a lime.”

The work will run across key outdoor sites in London, as well as in press and digital formats.

The campaign will be further amplified by an editorial partnership with Secret Media on how to inspire people to make the most of their extra hour of sunlight in major UK cities.