Corona Extra, the iconic beach beer, selected us as their global AOR. Our brief: Don't fuck this brand up.
So we didn't. We kept it simple. Restrained. A charming whisper to combat the belligerent cacophony that is the advertising industry at large.
Keeping the line, "Find your beach," and sharpening its edges, to remind people to get to a better place — where they can go counter to the pressures and the stresses of their busy, modern lives.
The ask: Give the tagline, "Find your beach," meaning on a global scale, while making the brand more relevant to a modern consumer. It's time to refresh our pristine beach brand and ground it in something more tangible and more gritty, all while making you wish you were there.
Our audience: Men, ages 25-35, who are passionate about travel, are upwardly mobile and very, very digitally connected. These are people for whom life can be too much too fast, and our brand is there to offer them a moment of quiet in an otherwise overwhelmingly busy day. We are so quiet, in fact, that we've decided to forego headlines entirely and let our passport stamps—marks that celebrate and measure these travel passion points—do all the talking for us.
To express our mental journey to a better place, we juxtapose passport stamps and document graphics with beautiful, travel photography of people enjoying life on the beach and in our little beach town. The imagery gives a sense of disconnecting from the modern world and experiencing life in a more natural way. It’s as if we’ve taken scrapbook elements and collaged them to express a mind naturally at ease.
We'll surprise you with little reminders of the beach in our dog-eared beach read, boat sales classifieds and a watermarked print piece.
We also want to remind you to look up every once in a while. We'll do this in a big way with our performance art/art installation billboard being constructed live with poured sand (the sand is later used to make limited-edition colored glass bottles). We'll then meet you with our shadow wall and subway station domination, all transporting you from the rush of your day-to-day to a beach state of mind.
People use the internet to search for things, to find things. With this behavior in mind, we will create the ultimate tool to help people find their beach online — with our very own search engine. It works just like Google, only your result will transport you to a site that is the beach version of the result you’d normally get.
The Post Office
Let's forego social outlets like Twitter. Instead, Corona will invite you to write your tweet on a postcard, which will then be hand-written and posted from Mexico to the recipient of your choosing.
The Message Board
In our beach town, social media sites like Facebook take shape as the community message board. Write a thought here, and see it get pinned to a real wall in real time.
Sound of the Beach
Instead of music sites like Soundcloud or Spotify, we gather around a bonfire on the beach as a man plays guitar with his friends. We let you control the playlist and request songs.
Endless restaurant reviews and complicated recipes are simplified as we show you how to prepare and cook a fresh fish over an open fire on the beach.
Responsive websites are all the rage. But the responding website — that would've been a different beast altogether.
The Corona Innernet (as we affectionally called it) was designed to be a place that responded to your location in time and space. If the sun was setting in your location, the sun would set on the website. If you were playing music, the site would respond with a visual cue that it knew this.
We imagined this website as being something that would constantly populate with "live" feeds — allowing people to catch glimpses of a show, or some odd Easter egg.
YouTube: Corona Viewfinder
Contrary to your typical beer brand’s YouTube page, we choose not to post uninspired videos hawking beer, but to simply offer a window into the spirit of the beach. Our Viewfinder page will feature endless looping videos (that look like live-streams) of soothing, understated beach moments, giving you the feeling you're on the beach having a little moment to yourself — a refreshing change of pace in an overcrowded media space.
We'll take over the first five or ten minutes of a cinema's ad space (typically chock-full of terrible local ads), and instead replace them with a glimpse into the beach.
When the sun goes down, the lights also dim, and the Corona bottle comes into view. A moment that fully immerses the audience in a completely relaxing experience.
On and Off Premise
When you walk into a bar that sells Corona, you'll be met with a few fun surprises. We have a bar tap that isn't a tap at all, and instead presents itself as a piece of driftwood with a bottle opener (Corona is designed to be enjoyed straight from the bottle, after all). Instead of coaster we have our coastcards — coasters that aren't coasters at all, but usable, illustrated postcards.