THE CHALLENGE
Corona is brewed with 100% natural ingredients. But every brand claims 'natural' now. The word has been shouted so many times it barely means anything anymore. And Corona has never been a brand that shouts.

THE SOLUTION
If you're truly made from nature, show them in a way that only nature could deliver. We built a billboard out of 100% natural materials on Brighton's seafront. By day, it was just a plain board with a Corona label. But at golden hour, between 6:30 and 6:45pm, the setting sun hit the foliage at precisely the right angle, casting shadows that revealed the iconic bottle silhouette and the line: Made from the Natural World. It took 1,000 hours of sun measurements and pinpoint precision to pull off. And it only worked for 15 minutes a day.

WHY IT WORKED
By relinquishing control to nature itself, the campaign proved Corona's natural positioning in a way no tagline ever could.