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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 

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+2.3M DOLLARS IN FREE PRESS +20M YOUTUBE VISITORS +1.5M DOLLARS DONATED TO REBUILD +TOPIN NATIONAL RADIO +15M PLAYS IN SPOTIFY +18M VIEWS IN VEVO

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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.

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Client: Corona
Agency: Leo Burnett
Director: Leonardo Dalessandri
Music: "Este Espiritu" La Banda Baston + Sotomayor
Production Company: MediaMonks
Illustrator: Alan Daniel Benavides
Art Director: Raquel Jáuregui
Art Assist: Maximiliano Martínez
Animation: Bruno Ferreira