Integrated campaign, media partnership, influencers, PR, live brand experience, content.
Miller Genuine Draft ‘Miller Design Lab’
The Miller Design Lab is a series of sold out creative and cultural events in Melbourne Australia to help Miller Genuine Draft grow it’s local credentials as a premium beer.
A consumer experience at the intersection of cultural trends and creativity, Miller Design Lab Australia is part of a global platform, curated by world renowned designer and creative Jeff Staple, and adapted locally by Connecting Plots in collaboration with and supported by an exclusive media partnership with Concrete Playground.
The project delivered a 24% increase in sales in Victoria.