Time for a good-old print campaign
Campaign, print, outdoor, point-of-purchase
During the craft beer boom, Miller Genuine Draft needed to find a way to make their bigness cool. The goal was to get out ahead of the inevitable backlash that would soon sting the entire category.
As a young designer director at Wieden + Kennedy - a creative mecca and conceptual proving ground - I was a low man on an epic totem pole. I was privileged to learn, learn and learn some more while working under Susan Hoffman, Jeff Kling, Jeff Williams, John Boiler, and Ned McNeilage. Outside collaborators included the design maestros Johnson & Wolverton, and Melodie McDaniel, AKA “She of Many Cameras.”