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.
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.
“This is a hard time for the hospitality industry,” said senior brand manager – premium beer Matt McKay.
“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.
Led by creative communications agency Connecting Plots, the through-the-line campaign will include a rich digital ecosystem and hub, salesforce activity, social content, PR, OOH and a paid media partnership.
“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,” Connecting Plots managing director Tom Phillips.
“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,” Phillips adds.