THE MILL London
Description from The Mill:
Mexico City is the home to over 20 million people, landlocked and surrounded by snow-capped volcanos and mountains. Stripping away the surrounding concrete jungle, Corona created a secret paradise which combined theatrics, VR technology and interactive set design to enable attendees to experience paradise and inspire them to seek out nature afterwards.
The immersive VR installation simulated a journey to paradise through a jungle setting, awakening the senses and bringing the feeling of being completely immersed in nature. To heighten the realism, sand, heat, wind and even scents, allowed visitors to feel real-world elements as they travelled along a virtual path through the jungle to the beach. The mixed reality experience seamlessly combined the digital and physical world, effectively triggering the brain to truly ignite the feeling of being in Paradise.
“The inspiration for this project was to alleviate a tension for people and that required us to go beyond traditional advertising,” said Thiago Zanettini, Global VP Corona. “We leveraged cutting edge technology in a meaningful way to bring to life the brand’s purpose. To live up to that purpose, we hope to do more initiatives like this next year in our homeland of Mexico and beyond.”
Held at the Gral Prima in Mexico City, the secret paradise launched on Friday 11 August across two weekends. The experience was created by Wieden+Kennedy Amsterdam and the Department of New Realities (WKDPTNR) - a future forward creative division within W+K Amsterdam.
* ‘Paraíso Secreto’ was held across two weekends, where over 3,000 people experienced the secret paradise including local influencers, contest winners and members of the public.
** ‘Paraíso Secreto’ received a VES Award nomination in the category of Special Visual Effects in a Special Venue Project
WKDPTNR Case Study video below: