Corona - "Mexico Extra"

Leo Burnett Mexico

Leo Burnett Mexico Mexico City, Messico

11051

Titolo	Mexico Extra
Agenzia	Leo Burnett Mexico
Campagna	Mexico Extra
Cliente	AB Inbev
Marca	Corona
Posted	Gennaio 2019
Settore	Birre
Trama	In September 2017, millions of Mexicans were affected by the most devastating earthquake in 32 years; however, something good came out of it: a new Mexican sense of unity.When people had no strength left, they brought out more to help each other. In Mexico, we call this: “Giving the extra”.Corona wanted to take the spirit of the tragedy to bring people together in an effort to rebuild. We decided to “Give the Extra” too, starting with the most important thing we have: our name.We rebranded Corona Extra to Mexico Extra. No longer saying “The finest beer”, but claiming with pride and to the whole country “We always can”.Removing the name from our can was a symbol showing the tragedy was not about Corona, it was about rebuilding and encouraging Mexicans to keep their high spirit.
Tipo di Media	Case Study
Global Chief Creative Officer	Mark Tutssel
Chief Executive Officer (CEO)	Horacio Navarro
Chief Creative Officer	Federico Russi
Creative Director	Aldo Gonzalez
Head of Art	Jorge Marrufo
Account Director	Hugo Rivapalacio
Agency Producer	Roberto Collazo
Agency Producer	Jesús Almazán
Copywriter	Aldo Gonzalez
Copywriter	Pablo Miranda
Art Director	Andrés Landivar
Art Director	Alan Daniel Benavides
Art Director	Raquel Jaúregui
Art Director	Maximiliano Hernández