HEAD OF ART OF THE CAMPAIGN — CREATIVE DIRECTION
México suffered a devastating earthquake, millions were affected. But something good happened. A new spirit of Mexican Union was born. When people had no strength left, the bought out more to help each other. In Mexico, we call this: "Giving the Extra". Corona had to Give the Extra too.
Partnering with artists of contrasting styles we created "This Spirit", an anthem and a music video, with them we encouraged the extra spirit all Mexicans were giving.
ART OF THE CAMPAIGN
+2.3M DOLLARS IN FREE PRESS +20M YOUTUBE VISITORS +1.5M DOLLARS DONATED TO REBUILD +TOP5 IN NATIONAL RADIO +15M PLAYS IN SPOTIFY +18M VIEWS IN VEVO
Prior to the music video, Corona launched a lyric video to support the message, create digital content and be the backdrop of the live shows.