Corona marks 100 years with photography powered by the sun

To mark its 100th anniversary, Cerveza Corona has launched a campaign that turns the sun into the photographer. Using pinhole photography — one of the earliest analog image-making techniques — the brand created a collection of images developed entirely through natural light. The series captures 100 stories along Chile’s coastline, portraying its people, landscapes, and wildlife through a process that embraces patience, imperfection, and connection to nature.

The technique relies on a simple box, a tiny aperture, and sunlight, making the sun both the light source and the creative collaborator. Because the images cannot be seen until the film is developed, each photograph carries an element of mystery and anticipation — a metaphor for surrendering control and trusting nature’s rhythm.

An artistic tribute to time and landscape

Rodrigo Farías, Photographer and environmental activist: “Pinhole photography forces you to slow down. There are no instant shots, only waiting. The image emerges from what’s there, from what stands before the camera, and from the passage of time. It’s a way of seeing that mirrors how we should live within our landscapes, with more attention and more care."

Ignacio Flotta and Nicolás Vara, Chief Creative Officers, DAVID Buenos Aires: “The idea came from a simple question: what if we let the sun, Corona’s companion over the past 100 years, capture this century itself? That blend of art, science, and poetry allowed us to celebrate this milestone in a way that feels deeply true to the brand’s spirit."

Exhibition and book honour life by the sea

The project debuted at Museo Urbano Tobalaba (MUT) in Santiago with a free public exhibition, accompanied by a limited-edition book. The publication features the sun-developed photographs alongside stories of people who embody “the Corona way” — those living simply, connected to nature, and guided by the rhythm of coastal life.

Camila Plass, Marketing Director, Cerveza Corona: “With this project, we wanted to pay tribute not just to our beaches but to the human stories that grow around them. Through a technique that reconnects us with the essentials, we captured something that goes beyond the image itself, a way of living and feeling."

Corona’s centenary campaign celebrates both the passage of time and the enduring connection between the brand, the sun, and the natural world that has inspired it for a century.

www.cervezacorona.es

Follow Marketing Report on LinkedIn