CORONA LA VIDA MÁS FINA ES NUESTRA
STRATEGY
Four decades of diluting its Mexican roots gave Corona an identity crisis. We gave it back its soul.
OVERVIEW
No white sand. No turquoise water. No celebrities. We wanted Corona’s Mexican heritage to shine. We tapped into Mexican culture, writing authentic scenes and shot on location all over Mexico. We reimagined John Denver’s classic American anthem Country Road, remaking it in Spanish with Mexican instrumentation, composed and performed by Mexican artists. We took it step further and changed Corona’s tagline itself. “La Vida Más Fina (The Fine Life)” became “La Vida Más Fina es Nuestra (The Fine Life is Ours)." One word captured the entire premise of the campaign.
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EXECUTION
To tell our story, our writing focused on Mexican themes: sport, food and family, and unique customs like Diá de los Muertos. I knew this work would live and die by its level of authenticity so no short cuts were taken. In addition to sourcing Mexican composer Adrian Cota through our friends at Mean Machine Music, we tapped Mexican American director Leo Aguirre to steer the ship. We worked closely with our Mexican production partners at Agüita, with our cast and crew entirely of Mexican heritage, living and working in Mexico City. The integrated effort features TV, social, and radio.
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PROCESS
I planned our approach to shoot a bank of footage covering each theme to ensure we had broad snapshot of Mexican culture. This gave us flexibility for both our long form and social edits. I then built out a series of vignettes for social dedicated to each of the themes.
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La Vida Más Fina es Nuestra Deportes
