Miller Lite - "Beernaments Case Study" by PHNX Awards 2022
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| Title | Beernaments Case Study |
| Agency | DDB Chicago / DDB San Francisco / Alma |
| Campaign | Beernaments |
| Advertiser | Molson Coors |
| Brand | Miller Lite |
| Date of First Broadcast/Publication | 2021 / 12 |
| Business Sector | Beers, Ciders, Lagers |
| Story | During the 2021 holiday season, Miller Lite wanted to stay top-of-mind and introduce a unique way to bring Miller Time back to consumers during the hectic holidays, specifically targeting 25–45-year-old beer drinkers. The holidays are already full of moments that compete with Miller Time. The challenge: make Miller Time more desirable than the indulgent and excessive occasions that dominate the Holiday season. Miller Lite launched Beernaments: a “drinkable” ornament that could be hung on Christmas trees for decoration. 2,500 boxes containing sets of six Beernaments were made available to the public, and could be purchased on the brand’s exclusive microsite, beernaments.com, for $19.75 (the year Miller Lite was born). A custom QR code on each set of Beernaments drove consumers to a Miller Lite product locator so they could fit their ornament snuggly around an 8oz Miller can. All consumers had to do was crack them, drink them and hang them. While the holidays might be filled with many (boring) traditions, the Beernaments made them more enjoyable, turning Christmas time into Miller Time. |
| Media Type | Case Study |
| Length | |
| Creative Agencies | alma DDB, DDB Chicago, DDB San Francisco |
| Chief Creative Officer | Ari Weiss - DDB Worldwide |
| Chairman | Luis Miguel Messianu - alma DDB |
| Co-President & Chief Creative Officer | Alvar Suñol - alma DDB |
| Vp, Executive Creative Director | Jorge Murillo - alma DDB |
| Executive Creative Director | Christian Liu - alma DDB |
| Associate Creative Director | Martin De Ferrari - alma DDB |
| Creative | Juan Camilo Valdivieso - alma DDB |
| Creative | Jonathan Garcia - alma DDB |
| Vp, Group Account Director | Beatriz Del Almo - alma DDB |
| Account Director | Jose Hawayek - alma DDB |
| Account Supervisor | Adriana Pineda - alma DDB |
| Account Executive | Daniela Cardenas - alma DDB |
| Group Strategy Planning Director | Mauricio Cadena - alma DDB |
| Executive Creative Director | Ben Wolan – DDB San Francisco |
| Associate Creative Director | Oskars Trinitis – DDB San Francisco |
| Associate Creative Director | Carlos Savage – DDB San Francisco |
| Design Lead | Dru Jennett – DDB Chicago |
| Copywriter | Ken Bates – DDB Chicago |
| Art Director | Lane Hedler – DDB Chicago |
| Head Of Production | Matt Blitz – DDB Chicago |
| Executive Producer | Adine Becker – DDB Chicago |
| Executive Art Producer | Suzanne Koller – DDB Chicago |
| Senior Print Producer | Carla Nieto – DDB Chicago |
| Svp, Group Account Director | Kiska Howell – DDB Chicago |
| Vp, Account Director | Diana El-Chantaf – DDB Chicago |
| Account Supervisor | Dee Dee Morrow – DDB Chicago |
| Account Executive | Raneen Onallah – DDB Chicago |
| Eric Zuncic - DDB North America | Chief Strategy Officer |
| Sr. Strategist | Alex Danks – DDB Worldwide |
| Junior Strategist | Abby Deyhle – DDB Chicago |
| Sr. Production Business Manager | Robert Shin – DDB Chicago |
| Talent Manager | David Greene.- DDB Chicago |
| Project Management Director | Jen Polan – DDB Chicago |
| Project Coordinator | Victoria Rodriguez – DDB Chicago |
| Post-Production House | DDB Studio |
| Editor | Drew Hall |
| Post Producer | Caleb Logan |
| Brian Winterton | Director Of Studio Production |
| Retoucher | Mickey Chesky |
| Retoucher | Michael Meyer |
| Lead Digital Artist | Matt Holzman |
| Studio Manager | Yvette Doud |
| Production Company | Kaleidoscope |
| Associate Director, Client Development | Trish Galvez-Tuel |
| Mechanical Engineer, Designer | Rob Jack |
| Senior Project Manager | Bryan Nendze |
| Model Shop Manager | Chuck Judy |
| Packaging Manager | Tom Herbert |
| Mock Up Artist | Alan Thomas |
| Mock Up Artist | Matt Warner |
| Director Of Operations | Pete Sorrentino |
| Photographer | Powell Jordano |
| Producer | Sasha Jordano |
| Emissary Artists | Agent |
| Production Assistant | Erin Lyle |
| Digital Tech | Nathaniel Smith |
| Assistant | Mike Collinsworth |
| Food Stylist | Mary Valentin |
| Props & Wardrobe Stylist | Lavi Toma |
| PR Agency | Edelman |
| Senior Account Supervisor | Derek Wimer |
| Media Agency | Connect |
| Strategy - Sean Pan | Director |