How Corona grew to become fishermen into storytellers – and constructed a logo marketing campaign rooted in actual financial have an effect on

That shift, from storytelling about communities to storytelling by means of them, is what makes Corona’s “Fisherman Storytellers” marketing campaign greater than any other purpose-driven logo play. Developed by means of Africa Creative and delivered to existence by means of São Paulo visible studio Black Madre, the marketing campaign does not simply exhibit network tradition. It builds a real financial style round it.

And it does all of it with 0 computer-generated visuals.

A story informed in wooden, now not pixels

Let’s get started with the craft. Instead of fast paced generative AI or slick virtual results, Black Madre spent months carving all the marketing campaign – somewhat actually – by means of hand. The 60-second animation, the nonetheless visuals, even the pop-up e book in construction? All created from layers of wooden, hand-chiseled the usage of conventional gouges and assembled to deliver 5 native legends to existence.

“We started with raw wood,” mentioned André Maciel, Black Madre’s ingenious director. “Some elements were hand-carved – the fish, the island, the hand, the octopus tentacles. It was the most manual project we’ve ever done.”

That painstaking manner wasn’t only a flex. It was once an intentional aesthetic resolution tied to the tradition it represented: the Caiçara communities of Brazil’s southeast coast, the place fishing, folklore, and craftsmanship are intertwined. The boat become a central metaphor – a automobile now not only for paintings, however for cultural transmission.

By aligning Corona’s visible language with that of the area people, right down to the tones (oceanic blues, off-whites, and the herbal golden hue of wooden), the logo have shyed away from the lure of aesthetic appropriation. It didn’t simply borrow the tradition. It helped enlarge it, by itself phrases.

From gig financial system to lead financial system

The marketing campaign facilities round an issue few outdoor Brazil even know exists: all the way through fishing prohibition seasons, hundreds of small-scale fishers lose their primary supply of source of revenue. Corona’s answer? Help them turn into “storytelling guides” – main vacationers thru native myths, legends, and landscapes, quite than fishing journeys.

It’s tourism as cultural preservation and financial lifeline.

And it’s an extraordinary instance of a logo the usage of its platform to fund, now not simply function, communities. Many “purpose-led” campaigns quantity to brief documentaries, grant contests, or advert spots with great voiceovers. This one comes with a brand new activity description.

It additionally repositions logo revel in in a contemporary method: now not an activation, however a real activity somebody can do. “Fisherman Storytellers” isn’t a metaphor. It’s a gig.

The technique underneath the storytelling

Corona’s marketing campaign gives a couple of key takeaways for entrepreneurs having a look to transport past surface-level storytelling. First, craft nonetheless cuts thru. In a sea of virtual sameness, the tactile high quality of carved wooden and layered textures instructions consideration – and emotion.

Just as vital, the marketing campaign doesn’t simply highlight coastal communities; it builds with them. The collaboration isn’t symbolic, it’s structural – giving locals a brand new activity name, now not simply display screen time. It additionally demanding situations the concept that branded tourism reports must be gimmicky. By anchoring the marketing campaign in actual legends and letting the ones tales power the revel in, Corona turns content material into trade with out pulling down the tradition.

And in any case, it proves that gradual storytelling nonetheless works. In an age of hyper-speed content material, the time, effort and endurance in the back of the visuals turn into a part of the tale – and the differentiation.

A marketing campaign constructed on craft – and down to earth in have an effect on

If advertising and marketing is shifting towards community-powered content material, Corona’s newest marketing campaign is an invaluable blueprint. Not as it’s poetic or lovely (it’s), however as it does the object too few purpose-first efforts organize: it delivers one thing tangible.

In this example? Jobs, source of revenue, and perhaps a moment occupation for a bunch of other people whose tales have at all times been price telling. Now, in any case, somebody’s listening – and paying for the excursion.