As an iconic brand that’s been around Mexico for 90 years, Corona needed to continue to innovate and play a role in culture to maintain its leadership spot. To connect with young beer drinkers who are increasingly averse to traditional ads, we had to find new, more meaningful ways to deliver our brand purpose: inspiring and enabling people to spend more time outside.

The event was held at the Gral Prima in Mexico City, over the course of 2 weekends in August.

The experience takes place across three acts in the iconic two story building. It begins with a concierge telling you to follow the hummingbird to discover a secret paradise, inviting you to enter an urban bar. The second begins when another actress picks you apart from the crowd to hand you a hummingbird coin, giving to access through a doorway disguised as a Corona branded vending machine where you encounter a virtual paradise. In the third act, the VR experience has ended but you are still immersed in nature, enjoying an eternal sunset and Coronas in an oasis in the urban jungle. Seven tons of sand, live plants and boulders heightened the realism of the experience and transformed one of the busiest streets of Mexico City into a Paradise.