“The Wall” campaign breaks down barriers

BY Elizabeth Carlson (’17)

Being a graphic design major and an advertising minor, looking at advertisements and different ad campaigns interests me. I have two different yet similar creative expressions to look at this week.

“The Wall” campaign from Corona and ad agency Leo Burnett Mexico has gone viral within the past couple of weeks. For me, it is a pretty relatable campaign because I am interested in advertising, and I am a soccer player.

The main concept of this campaign came from the idea of president-elect Donald Trump’s campaign promise of building a wall on the Mexican border. Since this is a very sensitive topic to many American as well as Mexicans, Corona and Leo Burnett took this opportunity to turn a negative into a positive.

The campaign revolves around the word “Desfronterizate.” According to Marketing Communication News, “Desfronterizate” is a new word that Corona and Leo Burnett created, and it is not found in the Spanish dictionary but can be understood in English as “break your barriers.”

Breaking down barriers of every kind is the overriding theme of the piece, which is designed to celebrate Mexico’s national spirit and inspire viewers of all ages, says an Adweek article that provides more campaign details.

Both teams came together for one picture instead of taking separate team pictures. This showed that we can come together and break down those walls that separate us. Whether they are physical walls or emotional walls, it is possible to come together and make a difference.

As a one who plays and watches soccer, I was so happy to see that the teams can come together for a good cause. Below is the video ad that was posted in the article from Marketing Communication News.

This video is another one that is part of the campaign that was aired in Mexico.


2016-09-30-fyf-elizabeth-carlson-dsc_0057-thumbnailElizabeth is a senior graphic design major and an advertising minor. When she is not in the classroom, she is Assistant Design Editor for The Wood Word, or she is playing for the women’s soccer team at Marywood. 

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