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. “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.” Explained Beto Noriega, CCO of Publicis Peru.
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.
“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.” Said Erik Castillo, CEO of Publicis Groupe.
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.
Credits
AB INBEV
VP Marketing: Alejandro Molina
Premium Brands Director: Sebastian Palacio
Global Brands Manager: Sandra Morelli
PUBLICIS GROUPE
CEO PUBLICIS GROPUE: Erik Castillo
PUBLICIS PERU
Publicis MD: Nelson Fragoso
CCO: Beto Noriega
General Account Director: Katherine Carrillo
Account Supervisor: Ana Morales
Account Executive: Vania Toledo
Creative Directors: Ricardo Echegaray, Ricky Carmona.
Art Director: Ricardo Echegaray
ZENITH
Media General Manager: Irene Falen
Media Director Premium Brands: Braulio Leturia
Media Innovations Lead: Manuel Malempre
THE PUB
Production Manager: Raquel Becerra
Agency Producer: Lucciana Proaño
PLAN B
Executive Producer: Milagros Zegarra
Director: Percy Kiyabu, TayPan Chu
3D Modeler: Oscar Gómez
Composer: Emilio Naka
AUDIO POST PRODUCTION: KAZOO
