MADE BY THE SUN
Brand
CORONA
Entrant Agency
DAVID
Category
Print & Publishing
Award
Shortlist
Festival & Year
Cannes Lions (2026)
Case Study Details
This billboard literally uses the physics of our solar system to display its message. 🤯☀️
Corona completely reinvented outdoor advertising by turning moving sunlight and natural shadows into the core mechanism of their campaign. Instead of a bright digital screen, they constructed a billboard that reveals its full visual only when the sun reaches one precise position in the sky.
As sunlight passes across the installation, strategically placed 3D elements and foliage cast a perfectly crisp shadow silhouette resembling a Corona bottle alongside the message “Made from the natural world.” This temporary, daily effect transforms an ordinary city wall into a time-sensitive, living advertisement. It is a brilliant example of how modern campaigns can use exact location tracking, solar angles, and clever physical design to create unforgettable branding experiences without relying on a single watt of electricity. Would you stop to watch this shadow form? #technology #tech
Presentation Board
3 : , ‘
EXECUTION.
We turned to one of the most primitive techniques in
photography: pinhole. For 60 days, we traveled more
than 1,500 km along the Chilean coast carrying eight
handcrafted cameras. The result: 100 images that
CONTEXT
In 2025, Corona’celebrated its 100th anniversan
around the world, Showcasing its iconic beac
of white sand, palm trees, and turquoise waterss
But in Chile, we Chose to celebrate a different -
kind of natures The kind that lives on our beaches; * became Corona’s first-ever black and white campaign
raw, unpredictable, and wild y/ . Ni The work came to life through exhibitions, prints,
* f al ial 7 and a series of limited-edition books.
IDEA , 4
By handing over full creativ control to the Chilean
sun, we created a completely new visual language
for the brand, one as unpredictable as the beach
it portrays. A celebration of Chilean nattire,
photographed by the Chilean sun.
#4 An ode to time, light
and the Chilean coast./"
1S Sit eneable
+800K Sinibition
