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In Japan, a country where 98% of people are Vitamin D deficient, according to a study by Jieki University School of Medicine, a long-standing culture of overwork, combined with the … read moredense urban environment, has created a lifestyle that keeps people indoors, and away from the sun. That’s why Corona, the iconic beer brand, long synonymous with beaches, sunshine, and escape, is turning its gaze to the city. With its latest campaign, “Impossible Plants”, Corona trades sandy shores for urban resilience, and a loud celebration of quiet defiance. Set against Tokyo’s dense concrete sprawl, the campaign draws inspiration from an often overlooked sight: plants that somehow force their way through cracks in the pavement, sprout between tiles, and thrive in the unlikeliest corners of the city—all instinctively reaching for the sun. These natural rebels, thriving where they shouldn’t, form the heart of Corona’s striking out-of-home campaign. Each visual captures a moment of improbable growth: roots splitting tile, stems bending past steel, life insisting on light. It’s a powerful metaphor for perseverance in modern life, and a reminder that anything is possible under the sun.
read less...Client:
Alex Lambrech: Head of Marketing East Asia at Anheuser-Busch InBev Maya Carines: Marketing Associate Director, JNZ
Katie Kim: Corona Senior Brand Manager, JNZ
Ian Yano: Media Connections, Digital & Data, Senior Manager
Wongi Ryu: Draftline Director
Wieden Kim: Creative Writing Specialist
Agency
Jessica Davey: MD
Belinda Sim: Strategy
Liz Leow: Group Account Director
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