Creative Process
The Brief: To celebrate 100 years of Coronavirus Extra, the brand wanted to honor what it has always stood for: giving the extra.
The Insight: If Corona Extra is about giving the extra mile, then the question wasn’t what the brand gives; but who gives the extra in our everyday lives.
Every night, there are people who make our best moments possible. They create the energy, the atmosphere, the memories; yet they’re rarely the ones being celebrated.
The Idea: Corona Capital Extra - An extension of Corona Capital, created exclusively for the people who give their extra: bartenders, DJs, bouncers and crew.
What we did: We added 24 extra hours to Corona Capital. Not for the crowd, but for the ones behind it. The festival opened one more time, turning the spotlight on those who usually stay in the background. For once, they weren’t working the night. They were living it.
Why it matters: Corona Capital Extra transformed the meaning of extra into a real experience; celebrating generosity, effort and the people who make great nights happen. Because after 100 years, giving the extra isn’t just a message. It’s a legacy.
Creative Process
The Brief: To celebrate 100 years of Coronavirus Extra, the brand wanted to honor what it has always stood for: giving the extra.
The Insight: If Corona Extra is about giving the extra mile, then the question wasn’t what the brand gives; but who gives the extra in our everyday lives.
Every night, there are people who make our best moments possible. They create the energy, the atmosphere, the memories; yet they’re rarely the ones being celebrated.
The Idea: Corona Capital Extra - An extension of Corona Capital, created exclusively for the people who give their extra: bartenders, DJs, bouncers and crew.
What we did: We added 24 extra hours to Corona Capital. Not for the crowd, but for the ones behind it. The festival opened one more time, turning the spotlight on those who usually stay in the background. For once, they weren’t working the night. They were living it.
Why it matters: Corona Capital Extra transformed the meaning of extra into a real experience; celebrating generosity, effort and the people who make great nights happen. Because after 100 years, giving the extra isn’t just a message. It’s a legacy.
