“Everything is possible under the sun”
A culture of dedication to work and dense urban environments are some of the factors that have created a lifestyle that tends to make people remain inside homes. To fight it Japan Corona Trust the sun again, and also in plants, to encourage Japanese consumers to enjoy nature.
The brand adapts its brand territory, the sun, in the Japanese lifestyle
This is the premise of “Impossible plants” (“impossible plants”) The exterior advertising campaign of the brand designed by the creative agency GUT Singapore. With it, Corona celebrates the power of the sun, its usual brand territory, but this time it does not associate it with plants and sunsets, but with the crude landscape of the cities.
However, the brand manages to find the sun and the plants that feed on impossible places. Thus, the campaign consists of a series of photographs, made by Ale Burset, which show different plants sprouting from a tile floor, a motley facade or a small fracture in a stone wall. Nature makes its way thanks to the power of the sun, in a metaphor for perseverance in modern life and the power of light in the internal struggles of each person.
“By focusing on the ‘impossible plants’, we want to tell a history of resilience, our connection with nature and, ultimately, about the power of the sun to guide us forward”, Explains Alex Lambrecht, Marketing Director of AB Inbev for Oriental Asia, in a statement.“It is an innovative approach for crown: more introspective and poetic, but still deeply rooted in the brand’s sunny DNA”
Carlos Camacho, creative director of GUT Sinpagur, has stressed, on the other hand, the Emotional component of the campaign Faced with consumer problems. “At a time when exhaustion and isolation have become part of everyday life, we wanted to create something that address people’s internal struggles“, he says.”This campaign is a message of hope that demonstrates that, even in the concrete, life can flourish under the sun”
According to the aforementioned medium, “Impossible PLANTS” is activated in outdoor advertising supports in Shin-Okubo, popular Tokyo neighborhood, and expand it to other locations. The campaign is also activated in print media, with ads in the sports environment Sponichi.
The campaign follows others also devised by GUT for the brand in other markets. A few weeks ago Corona presented “Certified by the sun”, A campaign with which he celebrated his centenary in Mexico, recovering worn elements from the urban landscape in which the logo has resisted identifiable. The action linked the history of the brand with the sun itself.
