Action designed by Jogo agency includes film for social networks
Corona Cero, a sponsor of elite surfers, has launched a contractual clause that redefines sponsorship agreements in the world of sports. Through the “Corona Cero Clause”, athletes sponsored by the brand are guaranteed periods of relaxation, without compromising their contractual ties with the global beer. Surfing athletes Gabriel Medina, Tati West, Pedro Scooby and Chloé Calmon are the first to sign up to the new contractual modality that prioritizes the balance between performance and rest.
Created by the agency Jogo, Corona Cero presented a film about the new product. The piece shows surfers talking about the importance of taking a break and ends with the phrase “It’s not about which wave to surf, but about knowing which one to let pass”, continuing the brand’s work that focuses on the concept “This is Living”, encouraging the adoption of habits that make people feel better and more alive.
“Corona encourages everyone to live life outdoors, increasingly offline, connected with nature and in moderation. For the brand, the search for moments of decompression is essential for everyone; and in the case of athletes, taking a break to reconnect is non-negotiable. After all, it is necessary to recharge your batteries away from the pressure of competitions, which ends up having a positive impact on the athletes’ performance”, explains Gabriela Gallo, director of Corona in Brazil.
The initiative aims to serve as a pact for the well-being of athletes, reflecting the brand’s essence: encouraging people to take more breaks and connect with nature. During the term of the contracts, the conditions and payments remain in place until the athlete decides to take a break between competitions.
