A societal truth is that people want to help save the planet from climate crisis but aren’t quite sure where to start or how to build new behaviors into their lives. For many people, their lives are dominated by corporate routines, capitalist norms, and environmentally unfriendly convenience—so though they want to do better, routines are hard to break.

Corona is one of the most eco-friendly brands in the world. It has been eliminating plastic from its packaging, leading beach cleanups, and helping marine preservation for decades.

Corona needed to inspire their audience to do the same, to give them a way to connect the dots between the less confined and constrained Corona lifestyle that they love and the urgent needs of the natural world.

"Free Range Humans: Nature is Calling” is Season 2 of the global content series from Corona Studios. This second season focuses on six individuals who answered a unique call to preserve, conserve, and heal the world’s oceans, rivers, seas, and bodies of water in unprecedented ways. At a time in history when nature needs us more than ever.

In the series, we visit South Africa, French Polynesia, Canda, Chile, Argentina, Mexico and Brazil. We meet a different Free Range Human in each country who has committed their life to answering a call from nature—from protecting sharks to gardening coral reefs, from nurturing underwater kelp forests to protecting every turtle on earth.

Target audience: Current and prospective Corona drinkers whose lives have been marked by societal crisis after societal crisis. Many realize their lives are dominated by corporate routines, capitalist norms, and environmentally unfriendly convenience but are missing the encouragement to do anything about it.

Strategy: Free Range Humans is not another travel show, rather it’s a lifestyle series personifying Corona’s brand ethos by inviting audiences to experience it through the stories of real people living their authentic lives by helping to rebuild the natural world—primarily around the world’s bodies of water.

Through this ambitious initiative, Corona assumes the role of publisher, going beyond traditional advertising to create content consumers want to watch and engage with again and again. Free Range Humans is a content series with a heavy focus on social––running primarily across YouTube, Facebook, and Instagram.

The series rolls out over the course of a six week time period, launching with episode 1 and following with the premier of a new episode each week. While viewers can experience the content on YouTube, supporting paid media lives across a robust ecosystem including OOH, radio, digital, and social. “Free Range Humans: Nature is Calling” launches in Colombia with a global rollout in Brazil, China, Chile, Argentina, and South Africa thereafter.