Building relevance and cred for Miller Genuine Draft in Australia.

Australian creative platform | Integrated campaign | Connections Planning | Production | PR | Live Events | Production | Partnerships

When we are in the moment and having the time of our lives, we share that moment with the world’s social networks. ‘Miller Design Lab’; delivers exceptional experiences in the design & technology for people to share on social, helping to build local cred in Australia for American beer Miller Genuine Draft.

Curated by world renowned New York designer, Jeff Staple, the project bring’s together visionary creatives to explore Australia’s unique nightlife through the worldwide trend of customisation.

At the heart of this integrated campaign is a collaboration with Bellroy and a limited-edition bag customised by 50 local artists, musicians and creatives in recognition of Australia’s take on design and nightlife.

The campaign lifted national sales by 11%, 25% in Victoria where the campaign was executed and added 10 new on-premise venues.

Hero Film

Geo Targeted Out Of Home

Creator Films

Social

PR