ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
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Category
Out of Home / Poster - Campaign
Annual ID
ADC_ADV18086M
About the Work
Miller Lite was out of touch with younger drinkers (21+) and skewed towards an older demographic. The objective was to modernize the brand without losing our core drinkers. The idea stemmed from us putting the original Miller Lite white can back in production. Younger drinkers took notice, so we visually condensed the can into the Minimalist Can icon. It became the core brand visual ID, and allowed us to create something that is bold and constantly evolving. With a target whose attention is all over the place, we were allowed to say more with less, and reversed years of negative momentum.
2018 Awards
Total Points: 2
Merit Honor
Credits
Agency
Juniper Park\TBWA Communications / Toronto
Chief Creative Officer
Barry Quinn
Creative Director
Louis Duarte
Designer
Jose Garcia
Dave Kenny
Cody Sennyuen
Agency Producer
Tamara Heyfron
Terry Wykurz
Martina Esguerra
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