Corona Embraces Surf Culture in Its Laid-Back Global Campaign

W&K Amsterdam's First Work Carries Tagline 'This Is Living'

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Corona's first campaign from Wieden & Kennedy Amsterdam since the agency won the account last year embraces surf culture, a tagline "This Is Living."

A host of pro surfers serve as "surf ambassadors" for the campaign, including The World Surf League's Matt Wilkinson, Julian Wilson, and Alejo Muniz and local Brazilian surfer Pedro Bahia, who was filmed for the main film " The Flow," seen here.

Directed by Friend London's Hiro Murai, the spot is a chilled-out minute of Bahia walking along the sand, catching a wave and eventually enjoying a Corona at a beach barbecue, emphasizing the joys of being outside and in tune with sand, water and surf as well as drinking on the beach.

The campaign also includes a film titled "Lime Ritual," that viscerally links the popular practice of plunging a lime wedge into Corona bottles with diving into the sea, several 15-second product-based spots and out-of-home executions. It will run in the United Kingdom, Europe, South America, Asia Pacific and North America, excluding the U.S.

Mark Bernath, Executive Creative Director at Wieden & Kennedy Amsterdam, said in a statement: "Corona's new creative positioning is an evolution of the brand's iconic style -- it's still visually guided by the beach as it has always been, only now we are bringing more meaning to the reasons to go there."

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About

Credits
Date
May 13, 2016
Agency:
Wieden + Kennedy Amsterdam
Client:
Corona
VP Global Marketing:
Marcel Marcondes
Global Marketing Director:
Thiago Zanettini
Global Communications Director:
Clarissa Pantoja
Global Brand Manager:
Evan Ellman
Executive Creative Director:
Mark Bernath
Executive Creative Director:
Eric Quennoy
Creative Director:
Alvaro Sotomayor
Creative Director:
Thierry Albert
Art Director:
Kia Heinnen
Art Director:
Malia Killings
Copywriter:
Bern Hunter
Head of Broadcast Production:
Joe Togneri
Director of Interactive Production:
Kelsie Van Deman
Broadcast Producer:
Kimia Farshidzad
Broadcast Producer:
Javier Perroud
Broadcast Producer:
Maud Klarenbeek
Broadcast Producer:
Stacey Prudden
Interactive Producer:
Jennifer Bernard
Production Assistant:
Hayley Vair
Planner:
Nick Docherty
Planner:
Alex Jordan
Senior Digital Strategist:
Greg White
Communications Planner:
Wes Young
Social content strategist:
Jordan Sowunmi
Group Account Director:
Kirk Johnsen
Account Director:
Courtney Trull
Account Manager:
Jorge Papa
Account Manager:
Jasmina Almeda
Account Manager:
Alex Scaros
Account Executive:
Emma Salomon
Head of Art Production:
Maud Klarenbeek
Art Producer:
Stacey Prudden
Studio Artist:
Malia Killings
Studio Artist:
Noa Redero
Designer:
Thomas Payne
Designer:
Malia Killings
Project Manager:
Janna Harrington
Business Affairs:
Michael Graves
Business Affairs:
Emilie Douque
Film Production Company:
Friend London
Director:
Hiro Murai
Producer:
Richard Fenton
Executive Producer:
Luke Jacobs
Editing Company:
Whitehouse Post
Editor:
Lisa Gunning
Audio Post:
Artofficial Agency
Sound Designer:
Martin Dirkov
Music Artist & Title:
Khruangbin - The Number Four
Label:
Night Time Stories Ltd
Publisher:
Five Missions More Ltd.
Post Production:
MPC London
Colorist:
Matthieu Toullet
Producer:
Paul Branch
Print Production Company:
Am Martinez Filmes, Supervision New York
Photographer:
Morgan Maassen
Photographer:
Vava Ribeiro
Retouching:
Loupe Digital Imaging
Print Producer:
Anna Martinez - AM Martinez Filmes
Print Producer:
Rebecca McCubbin - Supervision
Film Production Company:
Bottle Film Production
Production Company:
Am Martinez Filmes, Supervision New York
Videographer:
Morgan Maassen
Videographer:
Vava Ribeiro - Supervision
Videographer:
Quentin van den Bossche - W + K
Producer:
Anna Martinez - AM Martinez Filmes
Producer:
Rebecca McCubbin - Supervision
Post Production:
Bottle Film Production
Flame:
Ricky Weissman
Editor:
Quentin van den Bossche - W + K
Telecine:
Matthieu Toullet
Producer:
Edwin Elkington
Cinemagraph Production Company:
Wood Work
Cinemagraph Producer:
Marvin Koppejan
Cinemagraph Producer:
Tirza Snip

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