Leo Burnett Worldwide
Fri, 08 Dec 2017 12:12:16 GMT
On September 19th, Mexico was rocked by a 7.1 magnitude earthquake, killing hundreds of people and injuring thousands more. In the wake of the disaster, government relief support didn’t come as urgently as needed so citizens and volunteer emergency workers banded together for rescue and reconstruction efforts.
As the birthplace of Corona, Corona Mexico wanted to find ways to show solidarity and support for both for the devastated communities as well as honour Mexico’s collaborative spirit in the face of adversity.
Since the earthquake, Corona has committed to donating the proceeds from the sale of 3 million beer cans rebranded as 'Mexico Extra' (instead of 'Corona Extra') to help reconstruction efforts. The limited edition can also boldly states “Siempre Hemos Podido” which in English translates to “We Have Always Been Able”. Corona Mexico has also created a website MexicoExtra.com where people can learn about tangible ways to help the revitalisation efforts such as donating or volunteering.
In addition to the financial donation, Leo Burnett and Corona Mexico have partnered with famous Mexican musicians to create a song that symbolises Mexico’s strength called 'This Spirit'. The song is a collaboration between La Banda Baston, Sotomayor, and producer Eduardo Cabra to immortalise the human spirit that has united Mexico and is currently available to download on iTunes, Spotify, Google Play and YouTube. Since launching just the lyric video last week the song has had over 8 million views.
Lucia Olvera, Director of Communications, Corona Mexico, commented: "At Corona we are challenging the way marketing is done, developing with Leo Burnett a new style of branded of entertainment. Through music and audiovisual content we hope to immortalise a spirit of strength and union that Mexicans lived through after the massive earthquake. 'Este espíritu' is a hymn that Corona would like to share with the land that let it be born, because as Mexicans always go forward."view more - Creative
Advertiser: Corona Mexico
Production Company: Media Monks
Art Director: Alan Daniel Benavides, Andrés Landivar, Raquel Jauregui
Chief Creative Officer: Federico Russi
Copywriter: Pablo Miranda, Aldo González
Creative Agency: Leo Burnett Mexico
Head of Art: Jorge Marrufo
Genres: Music performance, People
Categories: Beers, Alcoholic BeveragesLeo Burnett Worldwide, Fri, 08 Dec 2017 12:12:16 GMT