Certified by the sun

Authenticity and credibility

The world is full with so many different temptations everyday and everywhere.

And each of them is pretending to be:

the best one;
the worth one;
the one and only for you;
promising everything so that to be close to you, while you shine.

But then comes the moment of fading, the moment of the truth and you realize:

how many of these temptations in fact are real things;
how many of them will be with you through the years in your good and bad times;
and how many of them will just disappear.

And exactly the fading period is the period of the certification of the real thing – because the real things resist the fading by the sun:

they don’t disappear;
they always stay!

And this exactly is the main idea of Corona communication campaign, which I present you today.

The campaign is developed by ad agency “GUT” for celebrating Corona 100 year anniversary.

The key visuals represent the faded by the sun over the years brand logo of Corona on different surfaces from across Mexico – walls, coolers, umbrellas, etc.

Faded logo, but not disappeared or erased, which is a kind of certification by the sun and a sign of authenticity and credibility of the brand during the years.

Having in mind this, the headline of the campaign is so logical: “Certified by the sun“.

And here are the key visuals.

Enjoy!