How often do you move outside your comfort zone? But, like, really actually leave it? Most of us walk the exact same streets, ride the exact same subway lines, and shop at the exact same stores day in and day out. While yes, most of these decisions are based on convenience, doesn’t the repetition of the same routine kind of leave the impression that maybe your life is flying you by? Bleak, we know. But why do we accept this? Is it fear? If you had the chance to leave your comfort zone behind and go on the adventure of a lifetime… would you?
In partnership with indie music label WAX, Corona Canada gave 14 lucky winners from across the country a chance to ‘Live Mas Fina’ (loosely translated as ‘live finer’) atop the molten peak of Haleakala Volcano in Maui, Hawaii. As with many of the more interesting things in life, partying at the lip the world’s second largest active volcano tows that blurry line between totally awesome and completely insane. That’s kind of the appeal though, right?
“Corona Canada is dedicated to not only inspiring Canadians to live an extraordinary life, but also enabling them to do so. We put our money where our mouth is and give our consumers real opportunities to experience Living Mas Fina,” says Stewart Priddle, Director of Marketing at Modelo Molson Imports L.P.
Corona’s mission was to give their Canuck crew a chance to completely step outside their comfort zones. With the sun beginning to set, the winners were whisked up the slopes of the volcano in open jeeps (um, M.I.A. music video anyone?) for the kind of night you can’t even begin to capture on Instagram. Instead of Jeff Probst or a death-defying Japanese game show, waiting at the top was a private performance by Toronto up-and-coming indie band Wildlife (along with, doubtlessly, tons of Corona).
“The Live Mas Fina platform continues to provoke Canadians to never accept ordinary and to step outside of their comfort zones,” says Shane Ogilvie, Executive Creative Director at Zulu Alpha Kilo. “Why just attend a concert when you have the chance to party with Corona at the top of an active volcano?” Frankly, we couldn’t agree more.
Wildlife first hooked up with Corona for the release of their song “Lightning Tent,” which was featured as the soundtrack to last year’s Live Mas Fina launch spot. Ahead of the private party on the peak, Corona and WAX Records hosted radio contests in Canadian major markets to find the 14 winners, while Wildlife did a cross-country tour offering free downloads of an exclusive version of “Lightning Tent.”
Luckily for all of us still needing inspiration to break free of our ruts, Corona filmed the whole experience and Wildlife will be featuring it as the official music video for “Lightning Tent,” including scenes from the concert at the top of Haleakala. Koodos Corona… We think this campaign is pretty darn cool.