For 100 years, Corona has always stood for nature and the sun. Yet in Japan, also known as the Land of the Rising Sun, there was a cultural contradiction. Despite its symbolism, 98% of Japanese people are Vitamin D deficient, largely due to low sun exposure from a culture of overwork. As the brand looked to grow its presence in the country, it faced a unique challenge — how do you reconnect people with the sun when daily life keeps them away from it?

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We found our answer hidden in plain sight. Across Tokyo’s concrete sprawl, real plants that were never meant to survive had been quietly forcing their way through, fueled by the sun’s persistence. In a culture that finds its deepest meanings in the smallest details, these natural rebels became our symbol — a poetic, living reminder that anything is possible under the sun.

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