Gold
Creative Strategy
Long-term Creative Strategy/Creative Effectiveness
| Entrant: | DAVID, Bogotá |
| Brand: | Corona |
| Title: | "Corona Extra Lime: The Company" |
| Corporate Name of Client: | AB InBev |
| Client Company: | Corona, Shanghai |
| Global Chief Marketing Officer: | Clarissa Pantoja |
| Chief Marketing Officer: | Matt Chee |
| Head of Global Brand Marketing: | Miguel Merino |
| Client Head of Brand Marketing: | Richard Wen, Alice Zhang |
| Senior Client Brand Managers: | Marsha Kumire, Melanie Nicholson |
| Client Creative Directors: | Aron Huang, Ivan Zhang |
| Client Strategic Planner: | Serafina Cheng |
| Client Account Manager: | Freya Shen |
| Client Marketing Director: | Michelle Wu |
| Clients: | Dolly Huang, Li Yang, Raesibe Dlamini, Raesibe Dlamin, Eleen Xie, Sharon Xie, Konnie Zhu, Christina Chan, Lynn Sun, Sunny Xie, Christina Li, Windy Zhou, Zhang Li, Yu Zhinwei, Bain Yan, Zhang Jun |
| PR Consultants: | Lindile Ndwayana, Kirby Manousakis |
| Agency: | DAVID, Bogota/Draftline, Shanghai/TBWA, Shanghai |
| Global Chief Creative Officer: | Pancho Cassis |
| Chief Creative Officer: | Carlos Camacho |
| Creatives: | Joanne Lao/Monica Ye/Shrny Chin/Ata Zhao/Buo Luo/Linyu Chen/Peggy Gao/Yuhee Ren/Vankies Xu |
| Senior Copywriter: | Julian Triana |
| Senior Art Director: | Alejandra Rozo |
| Agency Managing Director: | Juan Pablo Garcia |
| Agency Strategy Directors: | Carmen De Ureña/Monica Ye |
| Agency Account Executive: | Kriz Bruhl |
| Production Companies: | Boundless/Eyeforce/Joyproductions |
| Producer: | Ashleigh Jarratt |
| Post-Production Company: | Mara, Bogotá |
| Post-Producers: | Javier Pinilla/Rox Truter |
| Editors: | Javier Pinilla/Carlo Leon/Jason Matthews |
| Sound Design Company: | Hooked Studios, Hamburg |
| Sound Design Executive Producer: | Jan Finck Barboza |
Description:
This initiative boosted both the beer's quality and the farmers' livelihoods. Recognizing similar issues in South Africa, Corona replicated this model, partnering with local governments to create sustainable lime farms.
The Extra Lime Company provided year-round jobs, increased incomes, and ensured a consistent lime supply for the iconic Corona ritual. This model, successful in China and South Africa, can be exported to other countries with lime deficits, transforming local economies.
The initiative led to a 279% increase in cultivated areas in China, a 70% lime production rate in South Africa, and significant community benefits. In 2024, Corona plans to expand this model globally, ensuring sustainable lime production and continued positive impact on local communities.