miller high life MADE + FOUND
BRAND DESIGN | ART DIRECTION
Every year, Miller High Life gives drinkers "a piece of the High Life" through a simple activation : Buy Bottles. Get Cool Stuff.
In the past, High Life's rewards program succeeded by collaborating with independent artists to create limited-edition t-shirts, which drinkers can only get once they buy a certain amount of 12-packs. But this year, we wanted to go beyond that.
Our solution was Made + Found.
A program that takes advantage of High Life's rich 110-year history by sourcing authentic, hard-to-find, vintage memorabilia and getting them into the hands of the brand's most loyal fans.
Agency: Leo Burnett
Role: Lead Art Director
Creative Director: Chris Posdal
digital
Each 12-pack has a code inside that can be redeemed on the microsite. 1 pack = 1 point.
Made items, limited-run reproductions of High Life items from the past, were easier to obtain, ranging from 5 - 15 points.
There was a limited number of Found items and only one of each, because they were individually sourced and repurchased specifically for this program. Each item was worth 25 points.
PHOTOGRAPHY
Sourced and repurchased vintage High Life items were found all over the country. Each had a story; some came from eBay, others came from neighborhood bars. Each item was restored and cleaned before being photographed.
