The Corona Eclipse

Corona is the ultimate daytime beer. So what to do when the brand asked us to abandon decades of equity to make them a New York City nightlife beer—using one billboard? While shifting strategy, we knew we had to keep the key equity of the brand. We worked with MIT astrologers to find a location in Chelsea where the crescent moon would land on our billboard, just like the iconic lime wedge on our bottle—on a summer weekend night. Using the moon created an event covered all over the world. And we got interviewed by a Romanian newspaper.

Cannes Gold, Cannes Silver, Effie Gold, PSFK Most Innovative Campaigns of 2013.

CD/AD Jimmy Olson Designer: Brandon Knowlton