Corona has always stood for nature and the sun, yet in Japan, the Land of the Rising Sun, 98% of people are Vitamin D deficient due to limited exposure caused by a culture of overwork. To reconnect them with the sun, we turned to Tokyo’s streets, where resilient plants were breaking through concrete against all odds. These 'Impossible Plants' became living symbols of hope, spotlighted with handcrafted sunbursts made from biodegradable Hanasaku washi paper, a poetic reminder that under the sun, anything is possible. (Campaign produced in 2025)
Agency: GUT Asia
CCO Asia: Carlos Camacho
Creative Directors: Augustus Sung, Meyvi Wedelia
Associative Creative Directors: Ismael Crespo, Ernest Chin
AD (Freelance): Michele Salati
Photographer: Ale Burset