Outdoor advertising is often seen as a blight on the landscape by millions of passers-by in their cars. In many cases, the critics (and would-be shoppers) are spot on in their disdain for the medium. There are a great number of ads in the environment, and a great number of them fail to connect, entertain, or inform.
Corona Peru is on another page with this innovative out-of-home effort made in collaboration with renowned Peruvian artist Edi Mérida. His new cane and bamboo structure with a natural fiber sail emulates the mechanical movements of a crab.
“I think the most beautiful thing about the project was working with the wind because it is an element that pushes you, drives you, carries you, and can transport you to many spaces,” says Merida.
Most outdoor advertising is entirely forgettable. Should you encounter this new Ad-Crab in the wild, it would make a lingering impression. It might even whet your appetite for an easy-to-drink beer.
“We decided to transform a traditional and static media element, generally made from non-sustainable materials, into a 100% natural billboard that walks with the force of the wind, being carried away by nature.” Sebastian Palacio, Marketing Director of Corona Peru, explains.
Agency: Fahrenheit DDB