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Top 6: March 29th 2023

Corona: Unfilter Mexico

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Top 6: March 29th 2023
During the 2023 Academy Awards, the most important celebration in the film industry, Corona, the world's most valuable Mexican beer brand, calls on the industry to avoid using the yellow filter that has been used for years to portray Mexico negatively, and instead, to avoid generating stereotypes created by its use, leaving the color yellow only for its beer. In movies from some countries, it is common to see Mexico portrayed through the use of a yellow filter. This seems not to be a coincidence since in cinematographic language that yellow filter has been used for years to denote heat, risk, and danger. On the Internet, it is also possible to find hundreds of press notes and memes related to the topic since it is a misconception of what Mexico really is. This call is made together with Emmanuel "Chivo" Lubezki, a Mexican director of photography, who has won three Academy Awards, among other internationally renowned accolades.
Credits Other credits

Client: ABI - Grupo Modelo

Marketing VP: Fabio Baracho

Corona Director: Yune Aranguren

Corona Comms & Strategy Director: Mariana Cuellar

Corona Team: Lucas Rey, Alfonso Borel, Adolfo López

Connections Director: Alejandro Gershberg

Media Director: Sinuhe García

Media Lead: Rogelio Cruz


CCO & Partner: Nacho Ferioli

Managing Director & Partner: Camila de Almeida Prado

Production Director: Paula Sanchez

Account Supervisor: Simón Arce

CSO: Samantha Hernández

Strategy Director: Jessica Méndez

Content manager: Ross Aguiñaga


Head of Production: Omar Uscanga

Managing Director: Jaime Vidal

Post production coordinator: Nancy Bravo and Daniela Balcazar

Editor: Daniel Balleza

Animator: Yabin Morales

Color Correction: Company 3, C.A. | Mex: Esteban Robles

Music: Edy Lan

Sound Design: Javier Umpierrez

Collaborating Agencies


Founder & CEO: Kaiser Carrillo

Media agency: Zenith Media

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