Corona ‘returned’ the bottles in its print ads to encourage recycling

David São Paulo and Bogota collaborated on the ‘Coronaless’ campaign, which is running in three countries

Published On
Jun 01, 2023
A shirtless man on a beach holding nothing where a Corona bottle should be

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Got Corona?

The brewer’s latest campaign doesn’t, as it cleverly removes the product from print, outdoor and digital ads to deliver a message about recycling. “We returned the bottle of this ad. Returns yours,” says the copy on five new ads.

A woman in a Corona ad holding nothing where a beer should be

A person resting on a beach with an indentation in the sand where a beer bottle should be

The campaign was created by David São Paulo and David Bogota. There’s a summer-y beach feel to all of the executions. The campaign is running in Germany, Uruguay and Brazil.

A man on a Corona billboard holding nothing where a beer should be

A woman on a Corona billboard holding nothing where a beer should be

Corona billboard with a person resting on a beach with an indentation in the sand where a beer bottle should be

The new work comes just days after two other high-profile Corona campaigns were unveiled in Mexico, both by the agency We Believers—one in which the brewer organized a prison soccer league, and another where it hosted a 900-minute women’s soccer game to highlight the gender pay gap.

 

Credits

Date
Jun 01, 2023
Client :
Corona
Agency :
David-Sao Paulo
Agency :
David-Bogota
Partner & CCO :
Pancho Cassis
Global COO :
Sylvia Panico
ECD :
Edgard Gianesi
ECD :
Renata Leão
Creative Director :
Fabricio Pretto
Creative Director :
Rogério Chaves
Art Director :
Felipe Revite
Copywriter :
Filipe Rosado
Account :
Juan Pablo Garcia
Account :
Catalina Cordoba
Account :
Amanda Mezejewski
Production Team :
Fernanda Peixoto
Production Team :
Ana Marques
Production Team :
Mariana Marinho
Production Team :
Letícia Brito
Global PR Director :
Sandra Azedo
Production Company :
Sicarios
Photographer :
Thierry des Fontaines
Executive Producer :
Joao Luz
Line Producer :
Rafa Pinto
Operations :
Lindin Lima
Photography Assistant :
Ícaro Torres Correia
Photography Assistant :
Artur Leite
Account :
Babi Kosloff
Account :
Ju Bahia
Account :
Yuri Fuly
Edit :
Sicarios
Editor :
Juary Leocardio

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Project Type