AB InBev, Corona:
The History of 'La Cerveza Más Fina'
Role
Directed the award strategy and execution for this campaign across two partners: the client and the production company. Oversaw the production of award entry write-ups to communicate the campaign’s success effectively, compiled credit lists, and completed all submission data entries.
Accolades
The campaign garnered 15 honors across eight prestigious award shows, including:
Film
Campaign Overview
Created for the Mexican market, The History of 'La Cerveza Más Fina' is an epic stop-motion journey celebrating Mexico's rich history and the iconic Corona beer. Narrated by renowned actor and activist Gael García Bernal and inspired by the artwork of Mexican legend Pedro Friedeberg, the campaign highlights the heritage and quality that have defined Corona for a century.
The campaign's centerpiece is a short stop-motion film that condenses 100 years of Mexican pride, history, and culture into a visually stunning 60 seconds. This was accompanied by a microsite and a custom mural by Friedeberg at the original Corona Brewery in Mexico City, blending digital and physical experiences to create a multidimensional celebration of Corona’s legacy.
Mexican pride did not translate into consumption, so the campaign sought to reconnect the brand with its home market, elevating Corona as a symbol of quality and a source of national pride.
Behind The Scenes
Campaign Results
The History of 'La Cerveza Más Fina' became the most successful campaign in Corona’s 100-year history, achieving the following milestones:
Brand Impact:
The most talked-about brand in 2019 with 1.7MM+ total mentions.
All-time high brand power at 18.4%.
Perception Growth:
+2.7% as an international brand.
+2.7% as a high-quality brand.
+2.6% as more refreshing than competitors.
+3.2% represents national pride, making Corona the first brand to achieve this distinction.
Recognition:
Crowned the most valuable beer brand globally in 2019 and 2020.
Named the most valuable brand in Mexico in 2020.
Case Study
Awards Expertise
The campaign’s narrative focus on cultural pride, coupled with its innovative use of stop-motion animation and artistic collaborations, made it a standout submission across key award shows. Strategic targeting of categories such as branded content, cultural impact, and film craft ensured that the campaign achieved widespread recognition and acclaim.