The Corona 100 Years Campaign Lets Natural Light Capture the Story
References: davidtheagency
The Corona 100 Years campaign uses sunlight itself to tell the brand’s story through a series of images created with pinhole photography. To mark its centennial, the Mexican-born beer brand invited the sun to act as the photographer, producing 100 analog photos along Chile’s coastline that capture people, landscapes, and the spirit of outdoor life. The technique reflects Corona’s long-standing connection to nature and its message of simplicity and authenticity.
Each image develops slowly over time, mirroring the brand’s appreciation for patience and natural rhythm. The campaign is complemented by a public exhibition and a limited-edition book that showcases the solar-made photographs. By allowing light to guide both the process and narrative, Corona celebrates a century of living under the sun while reaffirming its identity as a brand rooted in freedom and the natural world.
Image Credit: DAVID Buenos Aires
Each image develops slowly over time, mirroring the brand’s appreciation for patience and natural rhythm. The campaign is complemented by a public exhibition and a limited-edition book that showcases the solar-made photographs. By allowing light to guide both the process and narrative, Corona celebrates a century of living under the sun while reaffirming its identity as a brand rooted in freedom and the natural world.
Image Credit: DAVID Buenos Aires
Trend Themes
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Pinhole Photography Renaissance — The use of pinhole photography in marketing reinvigorates interest in traditional analog methods, creating nostalgic and authentic brand storytelling.
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Nature-inspired Brand Narratives — Brands are increasingly weaving elements of nature into their narratives, fostering a deeper connection with consumers who value sustainability and authenticity.
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Sunlight-driven Visual Campaigns — Campaigns leveraging natural light as a creative tool highlight an innovative shift towards eco-friendly and energy-independent artistic processes.
Industry Implications
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Beverage Marketing — Beverage companies are utilizing artistic and nature-based campaigns to strengthen brand identity and captivate a diverse consumer base.
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Photography and Visual Arts — Innovations in analog and environmentally friendly photography techniques are revitalizing interest in traditional visual arts within modern marketing contexts.
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Exhibition and Publishing — The combination of public exhibitions and limited-edition publications offers cross-industry collaboration opportunities, merging the worlds of art and consumer branding.
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