Cannes Lions

Made With The Sun: The Corona Natural Billboard

AB INBEV, New York / CORONA / 2022

Presentation Image
Demo Film






1000 hours went into creating a billboard that only worked for 10 minutes a day. As the sun moved lower in the sky, the board acted like a sundial with the bottle’s silhouette and our headline slowly appearing, then drifting off the board.

Working with a variable like the sun required complicated math and pinpoint precision. Months of measurements were taken in order to find the perfect location, angles, and orientation of the billboard. Only then could we cast shadows in the right direction.

From there, we used local greenery to create the bottle’s silhouette and copy. In the end we had a board as natural as our beer.

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