“This is Living”, the latest campaign for Corona by Wieden+Kennedy, is a gloriously romantic campaign that taps into a universal desire for freedom that the brand hopes will inspire people to go outside and live more “Moments that matter,” which is a clever concept, as Corona is definitely a beer better suited for outdoor, summertime drinking.
Through original content featuring authentic voices from around the world, the new global brand platform will remind consumers to relax and enjoy life with friends, and with a bottle of Corona of course. With the vast majority of modern lives spent indoors, the new platform aims to remind us that the great outdoors is where the moments that make you stop and think, “This is living” happen. An evolution of Corona’s existing branding, “This Is Living” builds upon the iconic world of sand, salty water and sun, while adding emotion through tangible moments and experiences lived by fans of the brand. Through intense sound design and evocative imagery, every element of the campaign takes a viscerally inclusive approach.
In a nod to the authenticity of the brand, Corona has exclusively selected people around the world that embody the outdoorsy 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, whilst local Brazilian surfer Pedro Bahia was filmed in Fernando de Noronha for one of the two 60-second campaign films.
Local influencers were also selected around the world to shoot #ThisIsLiving Moments; a uniquely time-stamped content series documenting personal stories to be shared across social media.
Corona Presents: Lime Ritual
In addition to the first film, titled “The Flow,” Wieden+Kennedy Amsterdam have also shot a more experimental film called “Lime Ritual,” which focuses on the most common accompaniment to a bottle of Corona. The film is actually shot from the POV of the lime wedge, which shouldn't work at-all, but really does, mostly thanks to some truly impressive close-up camera work. A series of 15-second product films that focus on the bottle have also been created, which use the unique transparency of the product to frame life moments that truly matter in a visually compelling way. The campaign’s out of home activations, meanwhile represent the new 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, said: “We are excited to launch our new brand ideal, which 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-energise, a sentiment that resonates with our consumers on a global scale.” Mark Bernath, ECD at Wieden+Kennedy Amsterdam, added: “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.