Integrated campaign, brand experience, content, PR, social, media.

Miller Genuine Draft ‘Miller Design Lab 2020’

The highly-successful Miller Design Lab returns this year to bring together visionary creatives to explore Australia’s unique nightlife through the worldwide trend of customisation.

Curated by world renowned New York designer, Jeff Staple, and launched in Australia, Canada and South Africa, the Miller Genuine Draft campaign brings exceptional moments into the homes of Australians by celebrating the nightlife and its impact on culture, globally.

Spearheaded by Melbourne-based Australian label, Bellroy and a limited-edition customisable bag designed with Jeff Staple for the campaign, Miller Design Lab showcases the creativity and style of over 50 local artists, musicians and creatives in recognition of Australia’s incomparable take on design and nightlife.

The integrated campaign includes a rich digital ecosystem, salesforce activity, social content, PR, OOH and a paid media partnership.

Hero Film

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Amplify Films

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