Cannes Lions

MILLER BEER

MILK CREATIVE, Moscow / MILLER BRANDS / 2007

Film

Overview

Entries

Credits

Overview

Description

In the year 2006 Miller and MILK decided to launch a… Comet that was to bring Miller Halloween to the Earth. Though the festiveness of this remarkable event wasn’t meant to be obvious from the very beginning.

A digital platform also supported by traditional media was chosen as the main communication channel.

Original campaign included teasing stage: appearance of the Comet that was to reach the Earth on the night of Halloween and all the fuss over this momentous occasion; and revealing stage when the Comet was found to be Miller Halloween Pumpkin.

Execution

At the teasing stage the online diary of fake astronomer Nickolay Fedorovsky studying the approaching Comet was launched. A false video imitating the real space shooting was uploaded to the site.

Then the news appeared in a number of blogs, forums, online livejournal diaries.

The second stage when the Comet turned out to be a Giant Miller Pumpkin was supported by Internet banners, outdoor advertisement, advertisement in press, spot in cinemas.

Interest was stirred up by flash mobs of “amateur astronomers” in the streets and “alien passengers” in international airports.

The campaign was concluded with Miller Halloween parties.

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