Corona Turned City Traffic Into a Sunset Experience

Mar. 10, 2025

In an unprecedented move, Corona transformed some of Lima’s busiest avenues into spaces for relaxation and disconnection. On multiple occasions during rush hour, the beer brand replaced all digital billboards along key roads with live broadcasts of the sunset, allowing thousands of drivers stuck in traffic to enjoy one of the last sunsets of summer—without distractions.

This initiative, developed by Leo Peru, sought to redefine the daily experience of those navigating the relentless chaos of the city. Lima’s main roads are not only congested but also saturated with billboards and digital ads competing for attention. By taking over these screens, Corona offered a rare moment of pause, reinforcing its brand message of disconnecting from routine and reconnecting with nature.

Sebastian Palacio Fortunic, Premium Brands Director at Backus said:

"This initiative perfectly embodies Corona’s brand essence—leveraging the power of a sunset to offer a brief but meaningful escape from the stress of city life. Corona, Backus’ global beer brand, is all about inviting people to step away from the noise and reconnect with their natural essence. This activation brought that promise to life in a simple yet powerful way."

 

For several evenings, advertisements disappeared entirely, replaced by real-time views of the sunset, allowing commuters to slow down and take in a natural moment of beauty amid the urban landscape. The activation not only surprised and delighted drivers but also sparked a larger conversation about the need for moments of pause and well-being in fast-paced cities.

Beto Noriega, Chief Creative Officer at Leo Peru, emphasized the impact of the campaign: 

"Our goal was to challenge the way advertising interacts with people. In a city where stress and routine dominate, Corona managed to turn a simple drive home into a moment of calm—proving that creativity has the power to change how we experience our surroundings."

 

This activation marked a milestone in urban outdoor advertising, demonstrating how brands can create genuine and positive experiences in unexpected places. With this initiative, Corona and Leo Peru reaffirmed their commitment to transforming traditional advertising into an opportunity for people to pause, disconnect, and enjoy the beauty of the moment.