THE ORIGINAL CROWN CAMPAIGN THAT CAN ONLY BE READ A FEW MINUTES A DAY

It seems that almost everything has already been invented as far as advertising campaigns are concerned, but there are brands that bet and show that it is possible to keep innovating. This time it has been Corona that has managed to impact with its new and original campaign by installing in Brighton (England) a billboard that uses the sun’s rays so that the message can be read on the piece, but only a lucky few have the opportunity to do so.

The campaign lasts only 15 minutes. Between 18.30 and 18.45, when the sunlight hits the fence, a shadow is created in the shape of a bottle and the slogan ‘From the natural world’ can be read. The whole structure that allows this optical effect is cleverly hidden under some plants that help to reinforce the concept of naturalness that the advertisement intends to transmit.

“Corona believes that the best things come from nature. From the natural ingredients we use to brew our beer to our mission to help more people reconnect with nature,” says Irini Komodikis, Corona’s European marketing director.

Specifically, Irini details that “the commitment to this campaign means that the brand has “relinquished control, allowing the power of the sun to take control, illuminating the beauty and benefits of using 100% natural ingredients” to which he adds that “it is inevitable that this billboard does not remind us of this other one that the BBC installed in 2020 to promote its new series ‘Dracula’ in which spotlights projected the silhouette of the protagonist of the fiction on the ad when night came”.