Miller Lite teamed up with country star, Luke Combs, to host a virtual happy hour concert to raise money for bartenders in need during Covid-19. In 2020 Miller Lite and Luke Combs had big plans to bring Luke’s biggest fans (and favorite beer) to him for the ultimate experience. Then Covid-19 hit and all shows had been cancelled, leaving many fans upset. Miller Lite stepped in and helped Luke live stream an intimate concert on social media showcasing his new songs and some classics along with his favorite beer, Miller Lite.
With clients expectation of around 500m media impressions, we ended with a total of 1.5b media impression and so much heart went out to the cause. Miller Lite is trying hard to make a difference in a time of need and Luke Combs was happy to support.
In Miller Lite fashion we also created a Luke Combs VisID to continue the partnership in following years at retail.
Creative Director: Matt Wiener // ACD: Andrea Elders // Senior AD: Samantha Thiessen
The Miller Lite Luke Combs illustration span multiple outlets including a limited edition 24oz can sold exclusively at concerts.
I loved watching my sketch come to life in a wide and excited way. We hired an extremely talented vector artist that created the final product that I worked closely with. I created the pre-production deck, sketches and lead all calls with the artist until clients were happy.
