Corona is world-famous for being a beer that’s best enjoyed outside, in nature. To build on this natural positioning, Corona launched a campaign with a simple message: Made from the natural world, with 100% natural ingredients. The problem is that people are bombarded with marketing messages about better ingredients daily. And Corona has never been one to shout for attention. So in order to stand out from all that noise, we let nature do the talking for us.

The idea was to make a billboard as natural as our beer. We constructed a board out of natural and recyclable materials and then let the sun reveal the campaign’s key message. As the sun moved across the sky, it interacted with the board to reveal "Made From The Natural World." We wanted to create an arresting visual for the thousands of people who walked by the billboard on Brighton’s boardwalk. And we made sure the final result would make a great piece of content for people who would see the Natural Billboard online.

Corona is world-famous for being a beer that’s best enjoyed outside, in nature. To build on this natural positioning, Corona launched a campaign with a simple message: made from the natural world with 100% natural ingredients. The problem is that people are bombarded with marketing messages about better ingredients daily, and Corona has never been one to shout for attention. So in order to stand out from all that noise, we let nature do the talking for us. Using thoughtful design and a little greenery to harness the power of the sun, we created a 100% natural billboard - shining a light on the beauty and benefits of using 100% natural ingredients. And where better to host it than Brighton - crowned the most eco-friendly city in the UK.

The Natural Billboard was art-directed by the sun. Using materials that were either compostable, reusable, or recyclable, we created a board where the sun could work its magic. We hid a message and silhouette of the iconic Corona bottle within greenery. As the sun moved across the sky, the silhouette and message moved across the board. Right at golden hour, the silhouette lined up with the label to create a Corona bottle made from sunlight and showed our key message: Made From The Natural World. The board was installed on the boardwalk in Brighton, England, where thousands of people stopped to look and watch as the board worked as a sundial to reveal its message.

Through just one billboard, we generated enough earned media to reach over 15% of our UK audience. Our total media coverage reached over 305 million people, which exceeded KPIs by 55%. With a 7% engagement rate (compared to a 2% industry benchmark), we showed consumers that everything about Corona is natural, even down to our billboards.