This is Living, Since 1925
Celebrating 100 years under the sun
To mark Corona’s 100th anniversary, we launched a global campaign that reclaims the beach as more than just a backdrop, it’s where we meet our best selves. A bold continuation of the This is Living platform we launched in 2016, the campaign invites the world to rediscover the transformative power of the beach, and celebrates Corona’s century-long reign as an icon of the shore.
After a century of rightfully claiming its place as an undeniable icon of the beach, Corona has consistently championed the belief that being outside and beachside is where we truly feel alive. But far too often, the world overlooks the significance of the beach. We seized the opportunity of Corona’s landmark 100th anniversary to build upon the ‘This is Living’ platform, reminding the world of the beach’s profound ability to bring out our best selves.
The campaign deepens the meaning of ‘This is Living’ by infusing 100 years of beach moments into it, emphasising the unique and underrated ways the beach has liberated us, inspired us, helped us unwind for a century.
Directed by Daniel Wolfe, with cinematography by Monika Lenczewska, This is Living, Since 1925 captures a century of beach moments shot by the people who lived it, and shows the decades unfolding from sunrise to sunset. Since no archival footage was used, the look and feel of each decade was recreated, depicting a variety of beaches around the world and staying true to beach history and global beach culture. Each era was shot with era-accurate camera equipment, and then graded and scored to be authentic to that moment in history. We wanted to honor the truth of the place Corona calls its home, and the culture that made the brand.
The campaign stretches across digital and out-of-home, featuring the iconic beach visuals Corona’s famous for — alongside a progression of moments showing how the beach has brought out our best side in similar ways over time. Ultimately proving that ‘This is Living’ isn’t just a tagline, it’s a feeling that’s persisted for a century.
