POLE OF INACCESSIBILITY by J. Walter Thompson Barcelona for Corona

Adsarchive » Design & Branding » Corona » POLE OF INACCESSIBILITY

POLE OF INACCESSIBILITY

Pin to Collection
Add a note
Industry Beers and Ciders
Media Design & Branding
Market Spain
Agency J. Walter Thompson Barcelona
Art Director Juan García Escudero, Felix Ajenjo
Copywriter Jaime Chávarri, Carlos Laserna
Released September 2011

Credits & Description

Category: Online Digital Design
Advertiser: GMODELO
Product/Service: CORONA BEER
Agency: JWT SPAIN
Creative Director: Jaime Chavarri (JWT Spain)
Creative Director: Juan Garcia-Escudero (JWT Spain)
Interactive Creative Director: Curro Rubira (JWT Spain)
Interactive Creative Director: Eduardo Battiston (JWT Spain)
Copywriter: Jaime Chavarri (JWT Spain)
Art Director: Juan Garcia-Escudero (JWT Spain)
Copywriter: Carlos Laserna (JWT Spain)
Art Director: Felix Ajenjo (JWT Spain)
Agency Producer: Luciano Firmo (JWT Spain)
Agency Producer Junior: Miguel Donaire (JWT Spain)
Agency Producer Junior: Rebeca Fernandez (JWT Spain)
Programmer: Angel Ambrosio (JWT Spain)
Programmer: David Bautista (JWT Spain)
Deputy Manager - Head Of Digital: Fernando Martinez-Corbalan (JWT Spain)
Account Manager: Anja Hoehne (JWT Spain)
Media placement: Url - Internet - 20.09.2011

Describe the brief from the client
Corona Extra is a beer brand that has always been closely linked to the beach. Under this premise, the client needed to build a global idea around its 'Experience The Extraordinary' concept.

Describe the challenges and key objectives
In northern China, you will find the point on Earth which is farthest from the sea: the Pole of Inaccessibility of Eurasia. Those who live there do not know the sea, nor are even capable of imagining what it looks like. Our first challenge was to take 7 of its inhabitants on a 7,500km trip to the Haitangwan beach to see the sea for the first time. The second challenge was to involve the rest of the world in this amazing journey, even though much of the trip would be conducted through communication black holes, with no Internet connection.

Describe how you arrived at the final design
The design had 2 objectives: to ensure users lived a first person experience, and to integrate all the trip content in an interactive way. To this end, a POV recording of the entire route, as well as the coordinates, kilometres travelled, and the best content from the trip were synchronised using a line representing the route.

So, while users moved over it, they found themselves travelling and coming across geo-positioned photos and videos. On just 1 page, users would always know what happened at that point, how far to go before reaching the beach, and watch the main characters’ interviews.

Give some indication of how successful the outcome was in the market
The brand successfully managed to give something back to people in an engaging and impactful way. Transcending mere advertising to create a real life, human history, a truly extraordinary experience, in which 7 people regained a bit of happiness that geography had taken away from them. And where more than 640,000 people were able to accompany them along this amazing journey, reliving the tremendous excitement of seeing the sea for the first time.