The Road to Roo

As the younger crowd continues to defect from light beer toward crafts and cocktails, we saw a chance for Miller Lite to reconnect with them over a shared passion for live music and redefine what it means to be a festival sponsor. Instead of simply buying pouring rights and stage signage, Miller Lite helped fund and pave the way for up-and-coming musicians and their fans to reach one of summer’s biggest stages.

Type: Regional Integrated Campaign

Role: Creative Director

Targeted social inspired local bands and their fans to join the competition.

We brought the feel of the festival to classic music clubs—everything from custom-illustrated signage to fabric wristbands.

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