LONDON, Sept. 13, 2017
LONDON, Sept. 13, 2017 /PRNewswire/ -- Corona is on a mission to encourage people around the world to reconnect with nature and the outdoors because we spend on average 90% of our time inside1. Corona believes outside is where our best side shines through, but getting outside to experience nature isn't as easy as it should be with over half of the world's population currently living in urban areas2. Bringing relief to those who needed it the most, Corona created a secret paradise in the heart of one of the most hectic, overpopulated cities in the world, Mexico City.
Mexico City is the home to over 20 million people, landlocked and surrounded by snow-capped volcanos and mountains. Stripping away the surrounding concrete jungle, Corona created a secret paradise which combined theatrics, VR technology and interactive set design to enable attendees to experience paradise and inspire them to seek out nature afterwards.
The immersive VR installation simulated a journey to paradise through a jungle setting, awakening the senses and bringing the feeling of being completely immersed in nature. To heighten the realism, sand, heat, wind and even scents, allowed visitors to feel real-world elements as they travelled along a virtual path through the jungle to the beach. The mixed reality experience seamlessly combined the digital and physical world, effectively triggering the brain to truly ignite the feeling of being in Paradise.
"The inspiration for this project was to alleviate a tension for people and that required us to go beyond traditional advertising," said Thiago Zanettini, Global VP Corona. "We leveraged cutting edge technology in a meaningful way to bring to life the brand's purpose. To live up to that purpose, we hope to do more initiatives like this next year in our homeland of Mexico and beyond."
For a glimpse into the secret paradise Corona created, visit YouTube.com/Corona.
Held at the Gral Prima in Mexico City, the secret paradise launched on Friday 11 August across two weekends. The experience was created by Wieden+Kennedy Amsterdam and The Department of New Realities (WKDPTNR), a future forward creative division within W+K Amsterdam.
1 Source: Study conducted by National Human Activity Pattern Survey (NHAPS)
2 Source: WHO | World Health Organization
Born in Mexico, Corona is the leading beer brand in the country, the most popular Mexican beer worldwide exported to more than 180 countries. Corona Extra was first brewed in 1925 at the Cervecería Modelo in Mexico City and is still proudly produced entirely in Mexico.
Corona is a pioneer in the beer industry by being the first to use a transparent bottle showcasing its purity and high quality to the world. Each glass bottle is produced in a glass factory in Mexico owned by the brand. The artwork found on the bottle is hand painted, highlighting our commitment to quality in our packaging and our Mexican heritage.
No Corona is complete without the lime. Naturally adding character, flavor and refreshment, the lime ritual is an integral part of delivering an experience that is truly unique to Corona. The brand is synonymous with the beach and celebrates time outdoors. It invites people to pause, relax and enjoy the simple pleasures of life.
ABOUT WIEDEN+KENNEDY AMSTERDAM
Wieden+Kennedy is an independent, creatively led advertising agency that creates strong and provocative relationships between good companies and their customers. Founded in 1992, the Amsterdam office is a truly international agency purpose built to produce global and pan-European campaigns. Clients include Corona, Instagram Nike, Facebook, and Milka.
ABOUT DEPARTMENT OF NEW REALITIES
The Department of New Realities (WKDPTNR) is a future forward division of W+K Amsterdam. WKDPTNR creates everything from video games to branded experiential installations utilizing new virtual, augmented and mixed reality technologies. We explore the outer limits of the industry, provoking a vanguard Metaverse movement helping to redefine the futures landscape.
Alison Brod Marketing + Communications:
Photo - https://mma.prnewswire.com/media/554449/Corona_Vending_Machine.jpg
Photo - https://mma.prnewswire.com/media/554450/Corona_Beach_Side.jpg
Logo - https://mma.prnewswire.com/media/554451/Corona_Logo.jpg