Envío del mensaje intergaláctico
Recently the Harvard–Smithsonian Center for Astrophysics announced the Discovery of LHS 1140b, a “Super Earth” with possibilities of hosting life given its similar conditions to planet Earth’s. With this news, Corona and Leo Burnett Mexico decided to prepare for the future and created a plan to make sure that in that new planet there is Corona beer.The brand launched an audio frequency to LHS 1140B through a special transmitter. The message will be travelling for 40 light years in space, so it was coded in a universal language: “Hello, is there anybody listening? We suppose you are there because scientists on Earth say there is a high chance there is life in your planet.We are sending this message from Mexico just to make sure that if you have life, you also need to have beer. So, we are going to tell you how to make your own Corona…” says the message, which continues with specific instructions for them to make their own fermentation.Corona hopes to reach a place no brand has been able to access before: the intergalactic market. The campaign will include social, digital and radio executions. The brand will also install transceivers in different places in Mexico and invite Mexicans to send their own messages to this planet to explain how they enjoy life with Corona. The members of the creative team behind the campaign are: Daniel Pérez Pallares, CCO; Federico Russi, Executive Creative Director; Aldo González, Creative Director; Santiago González, Associate Creative Director; Roberto Gabian, Art Director; Hugo Rivapalacio and Roberto Collazo, Executive Producers; Jesús Almazan, Producer of the agency and Rosalia Rocha, Accounts Executive.
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