During this time of year, Lima experiences its most breathtaking sunsets, and it has become a cultural tradition for people to pause and take in the view. However, the best time to watch the sunset is often disrupted by billboards on the city’s main avenues. So, on several of the hottest days of the year in Peru, Leo Peru and Corona took over the screens along key roads to broadcast the sunset live, allowing thousands of drivers stuck in traffic to enjoy one of the last sunsets of summer – without distractions.

Lima’s main roads are not only congested but also saturated with billboards and digital ads competing for attention. By taking over these screens, Corona offered a rare moment of pause, reinforcing its brand message of disconnecting from routine and reconnecting with nature.

“This initiative perfectly embodies Corona’s brand essence, leveraging the power of a sunset to offer a brief but meaningful escape from the stress of city life. Corona, Backus’ global beer brand, is all about inviting people to step away from the noise and reconnect with their natural essence. This activation brought that promise to life in a simple yet powerful way,” stated Sebastián Palacio Fortunic, premium brands director at Backus.

The activation not only surprised and delighted drivers but also sparked a larger conversation about the need for moments of pause and well-being in fast-paced cities.

Beto Noriega, chief creative officer at Leo Peru, noted, “Our goal was to challenge the way advertising interacts with people. In a city where stress and routine dominate, Corona managed to turn a simple drive home into a moment of calm—proving that creativity has the power to change how we experience our surroundings.”

The activation was also a milestone in urban outdoor advertising, demonstrating how brands can create genuine and positive experiences in unexpected places.