Miller Genuine Draft wanted to build on the brand’s association with nightlife, so partnered with streetwear icon Jeff Staple for Miller Design Lab, a global design led campaign that gave a platform to up and coming designers from across the globe.

Results

No 1. on the Hypebeast Most Hyped List

83m campaign impressions

17 x higher than Hypebeast benchmark

+34% yoy volume increase

Season Two of Miller Design Lab, partnered with Hypebeast to bring together designers from across the world, with Jeff Staple as curator. This 3 month content series sought to connect the dots between culture, nightlife and design by briefing designers to customise iconic pieces of design, for the night.

Working with designers from Canada, Australia and South Africa, and shot on location, the campaign was broadcast to the global markets of Miller Genuine Draft across social and digital, where audiences could win the items.