Campanie
JM
Corona is a world-wide known beer brand which actively communicates as a symbol of freedom for bold and spontaneous people. The brand not only inspires us to enjoy meaningful moments outside but is also a dedicated advocate around environmental causes. We are becoming more and more aware of the fact that modern life means, besides other things, a significant increase in energy consumption. At the same time, people usually get caught up in their daily routine and are no longer willing to enjoy the meaningful moments spent outside. So, in 2019, Corona decided to go bigger and join a worldwide symbolic action known as Earth Hour. The action implies that we all need to take responsibility about our own generated ecologic footprints. Each year, on the 30th of March, at 20:30 everyone is invited to turn off the light for an hour, as a manifest for fighting climate change. Corona thus adhered to this movement, in its own style and it was a blast. During the research phase, we looked back at our history and we soon found out that dimmed lights has a strong resonance in Romania’s collective mind. Romania has been forced to face darkness for many years during the communist regime. And even then, there were voices militating for their beliefs just like Corona is militating nowadays. Timpuri Noi, a largely appreciated rock band launched the song called ‘Becule’ that blamed in a satiric way the entire abusive system. Their play was our starting point in this campaign based on a very simple psychological truth: thoughts and memories generate emotions which stand at the basis of our actions and behaviors. And we needed people to act so we gave them the emotion. Together with another local band, Vita de Vie, we released a remake of the song Becule, only this time we changed the lyrics and encouraged people to turn off the lights and spend more time outside. We used this song not only to grab people’s attention and spark emotion but also as a teaser for a bigger purpose: an acoustic concert during Earth Day, where people got to turn off the lights by ordering Corona and spend more time outside with their friends.
General Information:
Strategy:
| Strategy: | Corona is a world-wide known beer brand which actively communicates as a symbol of freedom for bold and spontaneous people. The brand not only inspires us to enjoy meaningful moments outside but is also a dedicated advocate around environmental causes. We are becoming more and more aware of the fact that modern life means, besides other things, a significant increase in energy consumption. At the same time, people usually get caught up in their daily routine and are no longer willing to enjoy the meaningful moments spent outside. So, in 2019, Corona decided to go bigger and join a worldwide symbolic action known as Earth Hour. The action implies that we all need to take responsibility about our own generated ecologic footprints. Each year, on the 30th of March, at 20:30 everyone is invited to turn off the light for an hour, as a manifest for fighting climate change. Corona thus adhered to this movement, in its own style and it was a blast. During the research phase, we looked back at our history and we soon found out that dimmed lights has a strong resonance in Romania’s collective mind. Romania has been forced to face darkness for many years during the communist regime. And even then, there were voices militating for their beliefs just like Corona is militating nowadays. Timpuri Noi, a largely appreciated rock band launched the song called ‘Becule’ that blamed in a satiric way the entire abusive system. Their play was our starting point in this campaign based on a very simple psychological truth: thoughts and memories generate emotions which stand at the basis of our actions and behaviors. And we needed people to act so we gave them the emotion. Together with another local band, Vita de Vie, we released a remake of the song Becule, only this time we changed the lyrics and encouraged people to turn off the lights and spend more time outside. We used this song not only to grab people’s attention and spark emotion but also as a teaser for a bigger purpose: an acoustic concert during Earth Day, where people got to turn off the lights by ordering Corona and spend more time outside with their friends. |
Execution:
| Images: | |
| Video Link: |
