The brief
An iconic brand with a rich history, Miller High Life needed to connect its legacy with Millennials who value authenticity and craftsmanship. For the generation who can see through the hype, High Life is the beer that’s always been true to its roots and brought people together.
The idea
We built a campaign with the mantra that living the High Life is about more than the money in your bank account. It's about seeking out and celebrating the people and things that matter most. It's living in the moment and raising one up to it. Since 1903, Miller High Life has believed the good life is out there. All you have to do is pursue it.
I was the lead copywriter for the team at Arc Worldwide that created a brand campaign that celebrated the Pursuit of the High Life and encouraged our drinkers to find out what that meant to them in the form of well crafted experiences.
The result
The campaign extended from retail to out-of-home to print, which led to Arc Worldwide/Leo Burnett being named agency of record and ultimately inspired the "I am Rich" TV spots by sister agency Leo Burnett.
We also created the Limited Edition Artist Series as an extension of this platform idea to showcase its authenticity through a partnership with Harley-Davidson and make the brand collectible.
Here's to the Pursuit of the High Life.
Photography credit: Bil Zelman