Responses by Carlos Camacho, chief creative officer; and Juan Pablo García, managing director, DAVID Bogotá.
Background: In August 2022, AB InBev announced that all of its future beer production will be made using solar energy, a step toward the company’s 2025 climate action goals. This milestone was communicated by the corporate brand, but Corona was the only brand able to support this message, connecting a very technical matter with young people that follow the brand.
Design thinking: Corona is born from nature, inspired by the sea, the beach, the sunsets and the sun. It’s a brand that defends the natural and inspires the world to value and preserve the paradise in which we live. With this proposal, we wanted to visually show the highest meaning of being a beer connected to nature through the sun.
Challenges: We produced this project as natural as the beer and the concept, using only sunlight and avoiding artificial light. All the photos were shot in real, natural locations instead of in a studio.
New lessons: Only Corona could produce a campaign such as this one because of its universal connection between the beer and the sun. Also, in terms of production, selecting Argentina as a location was key for the sunlight during summer and the projection of the bottle’s reflection.
Time constraints: As we were working only with sunlight, the timeframe of shooting to get the best reflections was very short. It proved to be very challenging in terms of production to take advantage of those few hours.
Specific project demands: Each photo needed to tell a different story connected to the brand, so every element and detail was carefully selected, from the type of sunglasses to the book on the dock to, of course, the slices of lime with an unnoticed surfboard beyond the kitchen window.