Corona | Paraíso Secreto (VR)
A vending machine into (virtual) paradise.
As a brand positioned on being the beer for the outdoors, Corona and Virtual Reality technology never seemed like a natural match. All our previous campaigns had been celebrations of the great outdoors, through visceral films and beautiful beach photography. That was until this one, Paraíso Secreto
Production Companies:
The Mill (VR Production) & CocoLab (Set Design)
Creative Directors:
Alvaro Sotomayor,
Geoffrey Lillemon & Anita Fontaine
The Mill (VR Production) & CocoLab (Set Design)
Creative Directors:
Alvaro Sotomayor,
Geoffrey Lillemon & Anita Fontaine
Realising that many people need more than idyllic imagery to be reminded to spend more time outside, we decided to bring paradise directly to them. More specifically, we created a secret paradise in the heart of one of the most hectic, overpopulated cities in the world: Mexico City.
Stripping away the surrounding concrete jungle, ‘Paraíso Secreto’ combined theatrics, VR technology and interactive set design to immerse visitors into a natural mirage – we simulated a journey through a jungle to a beach, aiming to awaken the senses and create the feeling of being completely immersed in nature.
To heighten the realism we wanted visitors to feel real-world elements as they travelled along a virtual path. To do this we rigged our theatre set so they they could actually feel the sand under foot, the heat from the sun, and the wind as they crossed a stone bridge.
This combination of the digital and physical worlds effectively triggered all the senses, fully immersing people in our virtual paradise.
Over 6 nights we managed to transport 3,000 people to our secret paradise in the heart of Mexico City. News of rhe experience travelled quickly and in that same period we clocked up 887M social media impressions.
