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Miller High Life
Give A Veteran A Piece of the High Life

RAN IN: United States

CLIENT
MillerCoors

Joseph Abegg, Brand Manager
Barrett White, Associate Brand Manager

AGENCY
Saatchi & Saatchi *Lead Agency

Ralph Watson, Creative Director
Dan Kelleher, Creative Director
Mark Rolland, Account Director
Nick Miaritis, Account Supervisor
Connor Bryant, Account Executive
Jared Creason, Art Director
Rebecca Scheppes, Copywriter


ARC Worldwide

Chris Emery, Group Account Director


Dig Communications


Razorfish


MC Media


SUMMARY

With the combat mission in Iraq ending in the summer of 2010, Miller High Life saw an opportunity to do some social good. We asked beer drinkers across America to return High Life bottle caps to give a piece of "the high life" to those who deserved it most: the war veterans who had put their lives on the line to defend it in Iraq and Afghanistan. Partnering with the IAVA, the program generated massive PR, drove volume growth and gave over 4,000 veterans "High Life experiences" throughout the summer.

CASE VIDEO


Hero Medium: Consumer Involvement

Medium Featured On Video: TV, Radio, Interactive, Print, OOH, PR, Retail Experience, Events, Consumer Involvement

Audience: Have a david take on a goliath,Speak to men, Speak to Young Men, Other

Type: Business to Consumer

Classification: National

Language: English