outside we come alive
Corona go by the global tagline ‘This Is Living’.
But they can’t use it in Canada. So when we needed to advertise beer in Canada we had to think of some new lines.
This brand likes people to go outside – apparently we spend over 90% of our lives covered by a roof and four walls – so we decided to tell Canada all of the good things that happen when you go outside.
And after the success of the campaign, the idea grew, with Outside We Come Alive later becoming part of a strategic platform and a link to larger media projects used in wider Corona communications, including the headline-grabbing VR paradise party in Mexico City.
I wasn’t a part of the awesome VR project aside from the headline.
AGENCY Wieden + Kennedy, Amsterdam
CREATIVE DIRECTORS Alvaro Sotomayor, Mark Bernath