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Huntington

Vasile Lascar 144, Bucharest, Romania

© V8 Interactive 2018

Design on Board

Client Corona
Category Integrated
Date 12-Sep-2017

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.

Challenge

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. 

Strategy

A large part of Corona target consists of outdoor enthusiasts, people inclined to adventure and practicing water sports in the summer. 

Creative idea

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. 

Creative execution

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: