With a vast majority of our lives spent inside, CORONA wants to remind us to
go outside to live more moments that matter
[If digital release - replace image with looping Bottle Film]
May 12, 2016 —CORONA launches ‘This Is Living’: tapping into the universal desire for freedom, the brand
wants to inspire people to go outside and live more moments that matter. Through original content featuring
authentic voices from around the world, this new global brand platform reminds consumers to relax, enjoy life
and live authentic moments with friends.
With the vast majority of our lives spent indoors, the new platform reminds us that outside is where our best
side shines through. From times spent with friends at the beach to sharing a Corona or two on a sunny
afternoon, those are the moments that make you stop and think, “this is living”. An evolution of CORONA’s
iconic beach style, ‘This Is Living’ builds upon the brand’s existing iconic world of sand, salty water and sun,
while adding emotion through very tangible moments and experiences in life, lived by true fans of the brand.
Through hyper sound design and evocative imagery, every element of the campaign takes a viscerally
inclusive approach, transporting viewers outside and into the moment. And in a nod to the authenticity of the
brand, CORONA has exclusively selected people around the world that embody the ‘This Is Living’ lifestyle
to feature in the campaign. The World Surf League’s Matt Wilkinson, Julian Wilson, and Alejo Muniz have
been brought on as surf ambassadors for the campaign, local Brazilian surfer Pedro Bahia was filmed in
Fernando de Noronha for 60-second ‘The Flow’ film, and local influencers were selected around the world to
shoot CORONA’s ‘#ThisIsLiving Moments’ - a uniquely time-stamped content series documenting personal
stories to be shared across social media.
In addition to ‘The Flow’, CORONA’s signature way to enjoy its refreshing beer is brought to life through
‘Lime Ritual’, a mesmerizing 60-second film shot from the view of the lime. A series of 15-second product
films that focus on the bottle have also been created, which leverage the unique transparency of the product
using it to frame life moments that truly matter in a visually compelling way.
The campaign’s out of home represents the new ‘This Is Living’ positioning with executions featuring both
active and relaxed moments, and which aim to serve as a mini-vacation from normal life for the viewer. The
executions will run as outdoor, print and online, in addition to underpinning a comprehensive new social
media strategy for the brand.
Thiago Zanettini, Global Corona Vice-President at Anheuser-Busch InBev, says: “We are excited to launch
‘This Is Living’ - our new brand ideal truly shows what CORONA stands for. With so much of our time spent
indoors, we as a brand want to capture the desire to disconnect in order to reconnect and re-energize, a
sentiment that resonates with our consumers on a global scale. ‘This Is Living’ will celebrate the authentic,
simple, and beautiful moments in life spent outside.”
Mark Bernath, Executive Creative Director at Wieden+Kennedy Amsterdam – the agency who created the
campaign, says: “Corona’s new creative positioning is an evolution of the brand’s iconic style - it’s still
visually guided by the beach as it has always been, only now we are bringing more meaning to the reasons
to go there. This is living is the articulation of that feeling we have when we find ourselves in awe of where
we are. Our feet in the sand. A Corona in our hand. And space to breathe."
In the coming months the campaign will roll out in the United Kingdom, Europe, South America, Asia Pacific
and North America (excl. USA). Fans can view the work now at www.corona.com
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