Corona and GUT Asia’s “Impossible Plants” OOH campaign pays tribute to the power of the sun
In Japan, a country where 98% of people are Vitamin D deficient, according to a study by Jieki University School of Medicine, a long-standing culture of overwork, combined with the dense urban environment, has created a lifestyle that keeps people indoors, and away from the sun.
That’s why Corona, the iconic beer brand, long synonymous with beaches, sunshine, and escape, is turning its gaze to the city. With its latest campaign, created by GUT Asia and titled “Impossible Plants”, Corona trades sandy shores for urban resilience, and a loud celebration of quiet defiance.
Set against Tokyo’s dense concrete sprawl, the campaign draws inspiration from an often overlooked sight: plants that somehow force their way through cracks in the pavement, sprout between tiles, and thrive in the unlikeliest corners of the city—all instinctively reaching for the sun.
These natural rebels, thriving where they shouldn’t, form the heart of Corona’s striking out-of-home campaign. Each visual captures a moment of improbable growth: roots splitting tile, stems bending past steel, life insisting on light. It’s a powerful metaphor for perseverance in modern life, and a reminder that anything is possible under the sun.
“By spotlighting “impossible plants”, we hope to tell a story of resilience, our connection to nature, and ultimately, about the sun’s power to guide us forward,” said Alex Lambrecht, Head of Marketing East Asia at AB InBev. “It’s a fresh approach for Corona—more introspective, poetic, yet still deeply rooted in the brand’s sun-drenched DNA.”
Carlos Camacho, CCO GUT Asia, added: “In a time when burnout and isolation have become part of everyday life, we wanted to create something that quietly speaks to people’s inner battles. This campaign is a message of hope -demonstrating that even in concrete, life can bloom under the sun.”
The initial OOH placements will appear in Sinokubo with other locations to follow, the campaign also features print ads running in Sponichi this month.
Credits
Agency: GUT Asia
CCO Asia: Carlos Camacho
Creative Directors: Augustus Sung, Meyvi Wedelia
Associative Creative Directors: Ismael Crespo, Ernest Chin
MD: Jessica Davey
Strategy: Belinda Sim
Group Account Director: Liz Leow
Client
Head of Marketing East Asia at Anheuser-Busch InBev: Alex Lambrech
Marketing Associate Director, JNZ: Maya Carines
Corona Senior Brand Manager, JNZ: Katie Kim
Media Connections, Digital & Data, Senior Manager: Ian Yano
Draftline Director: Wongi Ryu
Creative Writing Specialist: Wieden Kim
Photographer: Ale Burset
