Assignment: Create a program to support Miller Lite Tank Beer at Summerfest, the world’s largest music festival.
Idea: The American Light Lager is truly one of the hardest beers to brew; there’s no room for flaws. That perfection is reached right here in Milwaukee every day. Since 1975, Miller Lite’s brewmasters have meticulously crafted the ingredients to brew a perfectly balanced Pilsner. Now, Milwaukeenans can enjoy the freshest Miler Lite ever, fresh from the tank.
Solution: We created a bar like feel that leveraged the unique assets of Miller Lite but infused information about Tank Beer and what makes it fresher, including chalkboards that shared exactly when the tank had been filled and how far it had traveled to be there. A digital and social program built awareness and drove guests to the event.