Corona is making headlines in Lima, Peru, with its latest summer advertising campaign, and it’s all about a giant hammock! Imagine strolling through downtown Lima and suddenly seeing a massive hammock suspended between two iconic buildings. That’s precisely what happened thanks to the innovative minds at Publicis Groupe and the creative vision of Corona.
Using cutting-edge computer-generated imagery (CGI) technology, the team at Publicis Peru brought this striking visual experience to life. The challenge? Ensuring that the CGI integration looked as realistic as possible. With meticulous planning and extensive technical testing, they achieved the desired hyperrealism, making it seem like the hammock was actually there.
Beto Noriega, Chief Creative Officer of Publicis Peru, explained, “We had to find the perfect location and ensure seamless integration with the camera movement. 3D tracking was crucial for achieving hyperrealism.”
But this campaign wasn’t just about creativity—it was also about collaboration. Publicis Groupe Peru brought together the best talents from Zenith, The Pub, Digitas, and Publicis Peru to create a collaborative and efficient work system. This approach, Erik Castillo, CEO of Publicis Groupe, emphasizes, marks the beginning of a new way of working, generating high-impact and immersive experiences for clients like AB InBev and FIELD.
The results speak for themselves. The campaign quickly went viral, with thousands of users sharing the unique experience online. It’s a testament to the power of well-implemented CGI in creating magical moments and strengthening the emotional connection with consumers.
As for Corona, this is just the beginning. With a promise to keep innovating and surprising its fans, the brand continues to push boundaries and disrupt the media landscape.
Published in Peru in February 2024, this professional campaign by Publicis Groupe showcases the creativity and ingenuity that defines Corona’s brand identity. It’s a testament to the brand’s commitment to delivering memorable experiences and engaging its audience in new and exciting ways.
