Corona has launched “Living is Calling”, a new global campaign that seeks to invite consumers to go outside and live real experiences during the summer. The initiative is part of the “This Is Living” platform, with which the brand has been building a positioning associated with nature, disconnection and outdoor enjoyment for more than a decade.

As a central part of the campaign, the AB InBev group’s beer brand has signed an alliance with Tripadvisor to offer access to more than 300,000 experiences in different places around the world. The proposal includes everything from guided routes along the coast in South Africa or snorkeling excursions on the Italian Amalfi Coast, to paragliding flights over the coast of Peru or sailing trips at sunset in Brazil.

The initiative will be active in more than 30 countries and will allow consumers to unlock experiences through QR codes integrated into Corona packs. The brand will also allocate hundreds of thousands of dollars in vouchers and aid linked to activities and trips.

The campaign is based on the insight that more and more people live trapped in automatic routines and need to recover quality time, contact with nature and shared experiences. “For more than a decade, Corona has been telling us to put life first through “This Is Living”said Juan Sevilla, Creative Director of Wieden+Kennedy Amsterdam. “This year we’re going one step further. We’re turning that platform into a literal invitation to get out there and really start living this philosophy.”

The creative axis of the campaign is an audiovisual piece shot entirely in first person, a narrative resource unprecedented in Corona communication until now. The film follows a group of seven friends as they travel through some of the most spectacular natural landscapes in the world, with the aim of allowing the viewer to directly experience the sensation of “put life first.”

In addition to the main spot, the campaign includes digital pieces, outdoor activations and experiential executions in different markets. Corona will transform everyday urban spaces into interventions inspired by nature, reinterpreting everything from iconic buildings in Latin America to urban routes in Canada through immersive installations linked to the ocean and the natural environment.

“Over the last hundred years, Corona has inspired the world to get outside and enjoy more “This Is Living” moments and we believe the next chapter is about helping people take action and embrace nature.”commented Clarissa Pantoja, Global Vice President of Corona. “Living is Calling” is our great global call to action.”