Living Billboard

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.