Corona - "Mexico Extra"

Leo Burnett Mexico

Leo Burnett Mexico Mexico City, Méjico

11105

This ad is part of the ACT Responsible Collection

Marca: Corona
País: Estados Unidos

Anunciante: AB Inbev

Título	Mexico Extra
Agencia	Leo Burnett Mexico
Campaña	Mexico Extra
Anunciante	AB Inbev
Marca	Corona
Posted	Enero 2019
Sector Empresarial	Cervezas, sidras, cervezas ligeras
Sinopsis	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.
Medio	Case Study
Global Chief Creative Officer	Mark Tutssel
Chief Executive Officer (CEO)	Horacio Navarro
Responsable de la creación	Federico Russi
Director creativo	Aldo Gonzalez
Head of Art	Jorge Marrufo
Director de cuentas	Hugo Rivapalacio
Productor de la agencia	Roberto Collazo
Productor de la agencia	Jesús Almazán
Responsable de conceptos / redactor	Aldo Gonzalez
Responsable de conceptos / redactor	Pablo Miranda
Director artístico	Andrés Landivar
Director artístico	Alan Daniel Benavides
Director artístico	Raquel Jaúregui
Director artístico	Maximiliano Hernández