Corona Surprise with a Giant Hammock in Lima

Feb. 22, 2024

Publicis Groupe and Corona is making waves on social media with its latest innovative summer advertising campaign in Peru. Using advanced computer-generated imagery (CGI) technology, the brand "hung" a huge hammock between two iconic buildings in downtown Lima, creating a striking visual experience.

Developing this idea required meticulous planning by Publicis Peru's creative teams.

To achieve this, together with Corona's marketing team, Publicis Groupe Peru created a collaborative and efficient work system by summoning the best talents from Zentih (Media), The Pub (Production), Digitas (Digital Creative & influence) and obviously Publicis Peru (Beloved Brand creative development). A unique proposal in the local market and of high value in the industry with which they have already been working for clients such as AB InBev and FIELD, among others.

Beto Noriega, CCO of Publicis Peru explained:

"The challenge was to find the perfect location and ensure that the CGI integration looked absolutely realistic. We did extensive technical and artistic testing. 3D tracking was key, allowing us to integrate the virtual elements with the camera movement and achieve the desired hyperrealism.”

 

Erik Castillo, CEO of Publicis Groupe said:

"The results are very encouraging and mark the beginning of this new integral and fluid way of working, which can only be obtained by operating as a platform with a consistent workflow and an agile and efficient operational model, uniting the expertise of each area and whose main objective is to generate high-impact and immersive experiences.”

 

The campaign has already gone viral, with thousands of users sharing the unique experience online. Corona promises to keep innovating with disruptive media to continue delighting its fans this year. Publicis Peru demonstrates how well-implemented CGI can create magical moments and strengthen the emotional connection with consumers.