Introducing 'Corona Coastguards', an initiative developed for Corona, encouraging people to turn their beach photos into data that can help scientists study the effects of rising sea levels - a consequence of global warming - on the Mexican coastline.

Corona has always kept a close relationship with the beach and sea. In fact, they are the landscape for many of the Brand’s ads. However, a recent NASA report (2022 Sea Level Rise Technical Report) revealed that in less than 100 years, several beaches - both in Mexico and worldwide - are at risk of disappearing. Although further investigation is required, there is currently an algorithm capable of extracting the necessary data from simple photographs. Collaborating with the coastline’s oversight and preservation was the catalyst for this campaign, which relied on a simple insight: millions of people spontaneously take pictures of Corona when they are at the beach, mimicking the Brand’s traditional ads.