When creativity meets context, even a beer label can become a storytelling tool—just ask Corona.
Flipping the Label, Revealing the Sunset
What do you see when you turn a Corona bottle upside-down? A hidden sunset—waiting to be discovered. That creative twist sparked Hidden Sunsets, a bold new out-of-home (OOH) campaign by Corona and global agency JKR. The classic blue and yellow label becomes a horizon scene when inverted, cleverly reinforcing Corona’s identity as the beer of sunsets, beaches, and laid-back moments. It’s a simple design shift that delivers a powerful emotional message: this is the perfect beer to enjoy at golden hour.
A Site-Specific OOH Experience Across Continents
The campaign doesn’t stop at visual brilliance—it’s also deeply experiential. Corona launched the initiative with a dynamic OOH rollout across South Africa, Canada, and Chile. The debut took place at Cape Town’s V&A Waterfront Amphitheatre, a location known for its breathtaking sunsets. In each market, billboard activations were carefully timed to coincide with local sunset hours, blending nature’s beauty with branded storytelling. These placements ranged from static posters to dynamic digital formats that changed as the sun dipped below the horizon, offering passersby a truly immersive brand moment.
Emotion Meets Precision in Sunset Timing
By aligning the visuals with local sunsets, Corona delivers more than an ad—it offers a mood. Every billboard comes alive when the light is just right, creating a perfect moment to reinforce the brand’s connection to relaxation, warmth, and outdoor enjoyment. This level of timing precision adds a layer of emotional relevance that many traditional ads miss. It's an example of how smart, data-driven placement can elevate brand storytelling in public spaces.
Global Brand, Local Feel
Though Corona is a globally recognized brand, Hidden Sunsets captures the unique rhythm of each location. Whether in the buzzing urban landscapes of Toronto or the serene hillsides outside Santiago, the campaign adapts to local scenery and cultural nuances. By doing so, it strengthens brand presence while respecting local flavor—proof that impactful OOH doesn’t need to be one-size-fits-all. It’s customized, contextual, and deeply resonant.
A Bold Reinvention of an Iconic Design
As Sean Thomas, Executive Creative Director at JKR, puts it: “We saw an opportunity to tap into Corona’s most distinctive asset and bring a familiar truth to life in an unexpected way.” This reinvention shows how a small shift in perspective—a literal flip—can unlock new meaning in familiar branding. The Hidden Sunsets campaign is not only a creative triumph but also a masterclass in leveraging brand equity through thoughtful, place-based advertising.
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