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. The campaign is led by creative communications agency Connecting Plots.
Curated by world renowned New York designer, Jeff Staple, and launched in Australia, Canada and South Africa, the Miller Genuine Draft campaign will bring exceptional moments into the homes of Australians by celebrating the nightlife and its impact on culture, globally.
While the campaign launches during a tough time for Australia’s bars, clubs and other night-time spots; it has not deterred the Miller Genuine Draft team to adapt their campaign to support independent venues and retail partners by promoting take-home and delivery sales.
Says Matt McKay, senior brand manager – premium beer, Miller Genuine Draft: “This is a hard time for the hospitality industry. We wanted to show our support and shine a light on what makes it so special by showcasing the creativity that the nightlife can inspire and bringing that creativity to the at-home experience.
“It is equally important that we continue to offer Australians that same sense of energy and community that going out with your friends can bring – even if those moments are at home right now.”
Spearheaded by Melbourne-based Australian label, Bellroy, who have produced a limited-edition customisable bag with Jeff Staple for the campaign, Miller Design Lab will showcase the creativity and style of over 50 local artists, musicians and creatives in recognition of Australia’s incomparable take on design and nightlife.
The through-the-line campaign will include a rich digital ecosystem and hub, salesforce activity, social content, PR, OOH and a paid media partnership.
Says Tom Phillips, managing director at Connecting Plots: “Now in its second year, it’s been an amazing opportunity to work with Miller Genuine Draft and bring Miller Design Lab to life as the home of exceptional collaborations within these unprecedented times.
“We’ve had to adapt both our creative and production outputs to deliver culturally-significant work that celebrates Australian nightlife while making it relevant to a digital, self-isolating world.”
The Miller Design Lab campaign launches this week and runs until June 2020. For more information visit https://www.millergenuinedraft.com/en-AU/miller-design-lab
Miller Genuine Draft
Stuart Boag – Brand Marketing Manager
Matt McKay – Senior Brand Manager (Premium Beer)
Alistair Shields – Assistant Brand Manager (Premium Beer)
Kaysie Direen – Digital Brand Manager (Beer & Cider)
Strategy / Creative / Production / Media
Agency: Connecting Plots
Tom Phillips – Managing Director
Dave Jansen – Creative Partner
Tim Collier – Senior Strategic Planner
Andie Tickner – Client Services Director
Gemma Barr – Account Director
Sejon Im – Director/Editor
Julia Kenny – Creative
Sidney Kan – Digital Director
Media Partner: Concrete Playground
Business Team: Tahlia Phillips, Emily Atkinson
Campaign Management Team: Natalie Ratcliffe, Alison Tanudisastro, Elle Kerin
Videography: Reuben Gibbes
PR: We Are Different