Corona is using one of the oldest forms of photography
to commemorate its 100th anniversary.
The new “Made by the Sun,” effort, created with the agency David Buenos Aires, celebrates the beer’s centennial with a
short film, seen here, and a black and white photographic series of images from Chile’s coastline. The photos tell
100 different coastal stories in honor of the beer’s 100 year anniversary.
The shots were taken with pinhole photography, which uses a box, a small aperture and natural sunlight to
capture images of Chilean scenes and its people, flora, fauna and communities. Unlike the instant results of digital photography, images taken with pinhole photography aren’t revealed until they
are developed -- a process that “became a vital part of the creative journey, an invitation to surrender control and trust nature,” the brand says.
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“With this project
we wanted to pay tribute not just to our beaches but to the human stories that grow around them,” says Camila Plass, marketing director at Cerveza Corona in a press release. “Through a
technique that reconnects us with the essentials, we captured something that goes beyond the image itself, a way of living and feeling.”
The :60 film shows the Chilean coastline and
highlights stories such as Alvaros, one of Chile’s first surfers, and Felipe, who cleans up plastic from the shore.
The campaign was unveiled with a free exhibition at the Museo Urbano
Tobalaba (MUT) in Santiago, Chile. A new limited-edition book also documents the campaign, which “tells the stories of people who live ‘the Corona way’: connected to nature,
embracing a simpler, more mindful, and enduring way of life,” per the brand.
The campaign runs online and via social media throughout Chile.