There are hundreds of beer ads throughout the world. Corona has had another idea. Recognising that its young audience don’t want ads getting in the way of the content they like to watch and make, the beer brand is making content with and for them.
Corona parent, AB InBev, has launched an in-house production facility, Corona Studios, and made its first original series. The concept was created by Wieden+Kennedy. Pereira O’Dell developed the series and its production, including a remote global shoot in partnership with Rocket Films.
The eight-part series celebrates people who chose to break from routine to pursue a life of outdoor adventure. Each episode lasts between six and ten minutes and underlines Corona’s ethos of living life outdoors.
The series follows eight inspiring people, chosen from a potential pool of 400-500:
Bruna Bessa, a Brazilian public relations associate turned surf instructor and founder of Mare Alta, a women’s empowerment surf camp:
Juan Pablo Bueno, a Colombian biologist:
Mario Rigby, a Canadian influencer who gave up a potential Olympic career to become a world traveller:
Emily Penn, a Cambridge-trained architect turned ocean advocate from the UK
Jason deCaires Taylor, a UK artist who creates underwater sculptures that become coral reefs and marine ecosystems
Roushanna Gray, a South African sustainable coastal forager and educator:
Zandile Ndhlovu, the first Black freediving instructor in South Africa
Darci Liu, a dancer who became China’s first professional surfer
“When we look at the way the world is evolving, we need to start entertaining instead of interrupting consumers,” stated Felipe Ambra, global vice-president of Corona. “That’s the biggest challenge marketers face: engaging consumers in an authentic way.”