The Return
client
AB INBEV
campaigN
The Return
BRAND
CORONA
services
Creative Concept
Content
Influencer Management
Social
Creative Development
Brand Strategy
Production
PR Strategy
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Challenge
We faced the great challenge of communicating in Uruguay that we had achieved, for the first time in the world, that Corona is returnable. But we didn't want to convey this from an international brand for a local market; instead, we aimed to do it through a local hero with an international message.
We had great news to share: Corona had selected, for the first time in the world, a country to test the returnability of its bottles, and that country was Uruguay. This significant project needed a campaign that would generate credibility, local belonging, and invite people to take action. However, Corona had never produced original content from the country before.
Solution
That's why we created 'El Retorno de Willy Barreiro,' a documentary that tells the story of a pioneering Uruguayan surfer who became one of the longest-serving shapers in the world and his return to La Paloma, his paradise. A message that connects generations and invites them to return as well to continue caring for their paradises.
'El Retorno de Willy Barreiro' is the first original production by Corona in Uruguay, a documentary that tells the story of one of the pioneers of Uruguayan surfing with international recognition and his constant obsession to return to his paradise. The idea was showcased as the beginning of the summer season and starred in every brand event, from cinema to beach clubs and shelters along the entire Uruguayan coast.
Bottles returned in 5 months
Historic Brand Power
Brand Love
