Corona Transforms People’s Beach Pics into Data to Protect the Mexican Coastline

The Juju, the creative agency of the Untold_ ecosystem, introduces 'Corona Coastguards', an initiative developed for Corona, encouraging people to turn their beach photos into data that can help scientists study the effects of rising sea levels - a consequence of global warming - on the Mexican coastline.

Corona has always kept a close relationship with the beach and sea. In fact, they are the landscape for many of the Brand’s ads. However, a recent NASA report (2022 Sea Level Rise Technical Report) revealed that in less than 100 years, several beaches - both in Mexico and worldwide - are at the risk of disappearing. Although further investigation is required, there is currently an algorithm capable of extracting the necessary data from simple photographs. Collaborating with the coastline’s oversight and preservation was the catalyst for this campaign, which relied on a simple insight: millions of people spontaneously take pictures of Corona when they are at the beach, mimicking the Brand’s traditional ads.

'Corona Coastguards' encourages locals and tourists at the beach to support coastline monitoring by taking a picture following these simple steps:

1. Take a picture of Corona at the beach, showing the horizon, making sure that the sky, sea, and sand are visible. The photo has to be an original; it cannot be downloaded from social media platforms. No body parts should appear in the photograph.

2. Upload the picture on your phone or computer to this website. 

3. Scientists behind this innovation will receive the photos and turn them into data helpful to explore solutions. People can quickly provide a large amount of data that would otherwise take years to collect.

“The relationship between Corona and the sea is so iconic that social media is flooded with pictures of people organically replicating the classic ad displaying a Corona on the beach. We decided to make the most of this powerful insight, encouraging people to keep doing what they already do by choice, but this time, to support scientists with an issue that affects us all,” said Yune Aranguren, Corona director for Mexico.

With regard to this project, Humberto Polar, CCO and partner of The Juju Mexico, expressed, “We believe that brands should be capable of carrying out their purpose while simultaneously making effective ads. We discovered that Corona’s iconic product shot, which thousands of people replicate playfully, is both a form of homage to the ad and a valuable source of scientific data.”