The One Show
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Category
Billboards & Transit / Single
Annual ID
OS23_OH045M
About the Work
Corona is world-famous for being a beer that’s best enjoyed outside, in nature. To build on this natural positioning, Corona launched a campaign with a simple message: Made from the natural world, with 100% natural ingredients. The problem is, people are bombarded with marketing messages about better ingredients every day. And Corona has never been one to shout for attention. So in order to stand out from all that noise, we let nature do the talking for us.
1000 hours went into creating a billboard that was 100% natural. Using precise, thoughtful design, we channeled the sun’s movements, shadow, and local plant life to create an OOH installation on the Brighton boardwalk.
Working with a variable like the sun required complicated math and pinpoint precision. Months of measurements were taken in order to find the perfect location, angles, and orientation of the billboard. Only then could we cast shadows in the right direction. From there, we used greenery native to Brighton, the UK’s most eco-friendly city, to create the bottle’s silhouette and copy. As the sun moved lower in the sky, the board acted like a sundial with the bottle’s silhouette. During golden hour, the iconic Corona bottle slowly drifted on and then off the billboard, building suspense and stopping boardwalk-goers in their tracks. In the end, we had a billboard just as natural as our beer.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Wieden+Kennedy / Portland
Production Company
Sketch / Brighton
Art Director
Rodrigo Mendes
Copywriter
Caio Mattoso
Creative Director
Josh Bogdan
Dan Viens
Designer
Shantanu Sharma
Editor
Norris Carey
Executive Producer
Chris Capretto
Producer
Devin Brown
Business Affairs Manager
Meghan Nappi
Design Director
Patrick Nistler
Brand Director
Madeline Parker
Brand manager
Hope Barker
Group Brand Director
Jesse Johnson
Group Media Director
Alex Barwick
Group Strategy Director
Scott Woodhouse
Senior Business Affairs Manager
Kacey Kelley
Senior Design Producer
Amy Streger
Senior Editor
Anders Lund
Senior Strategist
Rachita Vasan
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