In the wake of the devastating earthquake that hit Mexico in September, Corona Mexico and Leo Burnett Mexico introduced a limited edition rebranded beer can with proceeds going towards reconstruction efforts, as well as creating a new song in partnership with famous Mexican musicians.
The official music video for ‘This Spirit’ is a collaboration between the brand, La Banda Baston, Sotomayor, and producer Eduardo Cabra to immortalize the human spirit that has united Mexico. The video shows a varied group of Mexican people celebrating their lives, dancing, working and rising together to show the strength of the people while the lyrics are those of encouragement, stating: “Push yourself to the sky, shout it louder…may this spirit never be forgotten.
As the birthplace of Corona, Corona Mexico wanted to find ways to show solidarity and support for both for the devastated communities as well as honor Mexico’s collaborative spirit in the face of adversity. Since the earthquake, Corona has committed to donating the proceeds from the sale of three million beer cans rebranded as “Mexico Extra” (instead of “Corona Extra”) to help reconstruction efforts. The limited edition can also boldly states “Siempre Hemos Podido” which in English translates to “We Have Always Been Able”. Corona Mexico also created a website MexicoExtra.com where people can learn about tangible ways to help the revitalization efforts such as donating or volunteering.
Client: Corona Mexico
Agency: Leo Burnett Mexico
CCO: Federico Russi
CD: Aldo González
Head of Art: Jorge Marrufo
Copy: Pablo Miranda, Aldo González
Art Director: Alan Daniel Benavides, Andrés Landivar, Raquel Jauregui
Art Assist: Maximiliano Hernández
Production Company: Media Monks