Corona's first campaign from Wieden & Kennedy Amsterdam since the agency won the account last year embraces surf culture, a tagline "This Is Living."
A host of pro surfers serve as "surf ambassadors" for the campaign, including The World Surf League's Matt Wilkinson, Julian Wilson, and Alejo Muniz and local Brazilian surfer Pedro Bahia, who was filmed for the main film " The Flow," seen here.
Directed by Friend London's Hiro Murai, the spot is a chilled-out minute of Bahia walking along the sand, catching a wave and eventually enjoying a Corona at a beach barbecue, emphasizing the joys of being outside and in tune with sand, water and surf as well as drinking on the beach.
The campaign also includes a film titled "Lime Ritual," that viscerally links the popular practice of plunging a lime wedge into Corona bottles with diving into the sea, several 15-second product-based spots and out-of-home executions. It will run in the United Kingdom, Europe, South America, Asia Pacific and North America, excluding the U.S.
Mark Bernath, Executive Creative Director at Wieden & Kennedy Amsterdam, said in a statement: "Corona's new creative positioning is an evolution of the brand's iconic style -- it's still visually guided by the beach as it has always been, only now we are bringing more meaning to the reasons to go there."