Corona Powers Nature With 'Living Billboard'

Corona beer has taken an ecological approach to out-of-home ads.

Fahrenheit DDB created the first advertising panel that walks driven by the force of the wind. What Corona calls its living billboard travels through different landscapes of Peru on its own.

The tagline reflects form and function: "Powered by nature."

"In line with the brand's positioning and to continue reinforcing Corona's association with nature, we decided to transform a traditional and static media element, generally made from nonsustainable materials, into a 100% natural billboard that walks with the force of the wind, being carried away by nature," said Sebastian Palacio, Corona marketing director.



Corona teamed with renowned Peruvian artist Edi Mérida to create the cane-and-bamboo structure with a natural fiber sail that mimics the movements of a crab. 

Promoting Corona's natural ingredients, Angelo Gonzales, creative director, Fahrenheit DDB, noted the work was deliberately not placed on an avenue or a busy street. "We set it free."


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