— ROLE

Lead Art Director

— DATE

01/06/2010

— AWARDS

2 Gold Reggies

1 Silver District Addy

1 Silver Globe

Challenge

Reignite cultural relevance for Miller High Life during the summer selling season.

Insight

For many returning veterans, reintegration into everyday American life is one of the hardest transitions.

Idea

Turn every Miller High Life cap and tab into a symbol of giving back. Each was worth 10¢ toward funding shared American experiences — baseball games, river rafting trips, concerts — for returning veterans and their families.

Impact

Became the most successful promotional program in brand history, driving unprecedented distributor and sales force participation. Sustained for four consecutive summers with evolving creative and activation tactics.