Design on Board
This is living is Corona’s message and it translates as an urge to go outside and live moments that matters. Simple and clear, right? But how would you draw it? In order to find out, we challenged two artists to illustrate it on surfboards. People who followed their example could win a real experience: surfboard or wakeboard lessons.
Our challenge was to activate the brand during summer touching its relevant target and urge them to go outside, escape daily routine and experience new activities.
A large part of Corona target consists of outdoor enthusiasts, people inclined to adventure and practicing water sports in the summer.
So we thought: why not capture Corona’s spirit on surfboards? We challenged two artists to do it in their own way and then invited consumers to also join the challenge.
In the first phase of the campaign, we produced the surfboards and exhibited them on Corona’s spiritual homes.
We created a teasing video to announce the campaign: