Corona Creates Huge Hammock in New Campaign

Corona Creates Huge Hammock in New Campaign
News by Roberto Orosa
Published: February 23, 2024

Beer brand Corona has just put up a new giant installation that has the internet abuzz — except it's not real.

Videos of a gigantic Corona-branded hammock installed in Miraflores, Lima have circulated the web, leaving many social media users wondering how it was installed.

In a 75-second spot, the alcoholic beverage company reveals the idea behind its big prank.

Corona's Giant Hammock in Miraflores (Source: Corona)

"Is this real? I have to see it," one user comments.

I need to go and take a nap on that hammock, please tell me it's not fake," another writes.

Shortly after, it is revealed that the building-sized hammock is nothing but pure computer-generated imagery (CGI).

Rough animation sketches show the hammock being edited on the two buildings holding it up, proving the video to be a fake out-of-home (OOH) activation.

"A CGI hammock on the city's boardwalk. As huge as the desire of people to see it," the screen writes.

After the publicity stunt was debunked by Corona itself, it reveals that the campaign proved to be a success, with the hashtag #HamacaGigante trending on social media.

Corona's Hammock trends on X
#HamacaGigante Trends on X (Source: Corona)

Made together with creative agency Publicis Peru, the campaign continues a trend from brands utilizing CGI to create social media buzz. 

"The challenge was to find the perfect location and ensure that the CGI integration looked absolutely realistic," Beto Noriega, chief creative officer at Publicis Peru, shared.

"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," he added.

Editing by Katherine 'Makkie' Maclang

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