To reinforce Corona's association with nature, both for its natural ingredients and its purpose of promoting a more connected outdoor lifestyle, Corona and Fahrenheit DDB created the first advertising panel that walks driven by the force of the wind. Living Billboard travels through different landscapes of Peru on its own, interacting with the world.
"In line with the brand's positioning and to continue reinforcing Corona's association with nature, we decided to transform a traditional and static media element, generally made from non-sustainable materials, into a 100% natural billboard that walks with the force of the wind, being carried away by nature." Sebastian Palacio, Marketing Director of Corona, explains.
Based on the brand's purpose and the natural origin of its ingredients, Corona teamed up with renowned Peruvian artist Edi Mérida to create this cane and bamboo structure with a natural fiber sail that emulates the mechanical movements of a crab.
"I think the most beautiful thing about the project was working with the wind because it is an element that pushes you, drives you, carries you, and can transport you to many spaces."—added Edi Merida.
Corona has celebrated nature and outdoor experiences since its origins. On this occasion, it reflects its essence in this impressive billboard that coexists with nature and travels through many Peruvian landscapes.
"Living Billboard is tangible proof that when nature impulses us, we begin to live. And that is exactly the purpose of Corona, built on its natural ingredients and communicational essence. For this reason, we did not create a panel to be placed on an avenue or a busy street; we set it free". Gonzalo Pazos and Angelo Gonzales, Creative Directors of Fahrenheit DDB, explained.
This professional campaign titled 'Living Billboard' was published in Peru in April, 2023. It was created for the brand: Corona, by ad agency: Fahrenheit DDB. This Integrated medium campaign is related to the Alcoholic Drinks industry and contains 1 media asset. It was submitted 5 months ago.
Client: Backus - Corona
VP Marketing Backus: Alejandro Molina
Marketing Director: Sebastian Palacio
Brand Manager: Samantha Lostaunau
Strategist Lead: Alexandra Pastor
Brand Specialist: Valeria Garces
Agency: Fahrenheit DDB
Partner/CCO: Ricardo Chadwick
Partner/General Brand Director: Alberto Goachet
Executive Creative Director: Sergio Franco
Creative Director: Gonzalo Pazos
Creative Director: Angelo Gonzales
Innovation Manager: Andrea Corvetto
Project Manager: Anais Mercado
Production and Content General Manager: Vanessa Díaz Llontop
Production Supervisor: Techi Mory
Executive Producer: Daniela Córdova
General Manager of Planning: Giuliana Lazo
Content Planner: Christian Sanchez
Junior Content Planner: Mafer Basadre
Production Company: Fahrenheit Content
Director: Jeff Carrera
Offline and Online Editing: Jeff Carrera
Director of Photography: Fernando "Mondongo" Quevedo
Executive Producer: Techi Mory
Project Engineer / Billboard: Edi Merida
Field Production: Del Mate producciones - Rafael Acuña
Production Assistant: Carlos Muñiz
Technical Producer: Jorge "Chack" Flores
Drone Shots: Daniel Garate
Second camera: Edwin Velasco
Data manager: Francesca Rosell
Video Assit: Betzabe Ticeran
Cinematographer: Renzo Cruz
Rental: Omar Salazar
Post Production House: Nativo
Post Production Supervision: Alberto Barzola
Executive Production: Vanessa Piaggio
Post Coordinator: Giovanna Graziani
Color: Cesar Pérez
Post: Franz Mamani
Animation: Manuel Cumpa
Audio House: Agosto
Director: Claudia Incio
Music Producer: Franco Lozano
Sound Design: Charly García