Corona Extra is known for quenching thirsts during the day, but its agency Cramer-Kasselt wanted to show that it is also the perfect nighttime drink. So it staged an awesome billboard event in downtown Manhattan. The agency teamed up with astronomers to line up a giant image of a Corona Extra bottle with the crescent moon. When everything fell into place, the moon dropped into the beer bottle as if it was a slice of lime. The installation and associated merchandising combined to transform the event in to a successful campaign, growing sales of the beer in New York.