Cultural / Context information for the jury

Corona is a beer brand built on encouraging people to disconnect from their routine. We want people to take a moment each day to reconnect with all that is good, real and authentic. Sunset was once the best time in a day to relax. For people who work from 9 to 5, it signalled the end of the working day and the moment they could get back to enjoying their lives. But the ever-increasing pace of modern city life makes it harder for people to slow down and appreciate these moments. Simple pleasures pass us by while we find ourselves stuck in a meeting room or idly waiting in traffic. The key challenge for Corona was to remind people that sunset is the best moment to reconnect with nature.

Please outline the innovative elements of the work

This is the first ever transparent lyric billboard.We installed frames with transparent backgrounds and uplifting, sunset-inspired lyrics from well-known pop songs in breathtaking sunset locations across China. With nature as our canvas, passersby were compelled to stop, take a breather and experience what that moment had to offer.