The Drum Awards Festival - Extended Deadline

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Client: Corona
Date: Jun 2017
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This is a new activation that's part of Leo Burnett Mexico and Corona's 'Desfronterizate' campaign.

Corona wants to help inspire Mexicans to break through their barriers, and believe in their ideas to pursue their hopes against all odds. In an effort to support and motivate aspirations, Corona is doing the impossible and making pigs fly.

On Monday, May 22nd, Corona and Leo Burnett Mexico released thousands of pig-shaped balloons into the sky over Mexico City. Corona claimed responsibility for the activation after generating seven hours worth of Trending Topics on Twitter stating, “Pigs are finally flying, so anything is possible. Stop making excuses, and break your barriers and kick start your dreams today.”

The stunt is part of their overarching 'Desfronterizate' campaign strategy, a new word created by Corona and Leo Burnett. It is not found in the Spanish dictionary but can be understood in English as “break your barriers”. The campaign aims to inspire and proudly celebrate generations of Mexicans, who, similar to Corona’s history, have had to overcome challenges and persevere to break physical and mental frontiers.

Credits

Agency - Leo Burnett Mexico