The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Social Media

Seltzer Launch

Agency Mischief @ No Fixed Address + Strike Anywhere Productions + Miller Genuine Draft

Client Miller Genuine Draft


Stunts & Activations

Annual ID


About the Work

The problem: Miller Genuine Draft (MGD) was lost. Five different campaigns in 10 years, and no advertising at all for the last 2 led to declining awareness, relevance and sales. The insight: Miller Genuine Draft. All three of these words scream “BEER.” MGD has and always will be all about beer. That is our core truth; we love, love, love beer. And as so many beer companies concentrate on other things, it felt like the exact time to remind people of just how freaking great beer is. The solution: Prove that MGD is unapologetically beer by announcing that we’re launching a seltzer. Then revealing that we’re literally strapping it to a rocket and launching it into oblivion, exactly where that fad beverage belongs. We teased with a film and then livestreamed the launch on social channels, complete with a countdown, commentators and a crew team. The results: Highest brand awareness lift ever (+26.7% increase) among 21 to 34-year-olds (YouGov, sample of 468) for a Molson Coors band activation >25% 21 to 34-year-olds aware of Miller Lite and Miller High Life were also aware of the activation. More than half a billion impressions. 40% completion rate for one-minute teaser video (average completion rates for Facebook videos is between 5 and 15%) +1M tuned into the live event across Miller's social channels. +160 press placements. 98% positive/neutral social sentiment. 84% headline penetration.

2022 Awards

Total Points: 3




Mischief @ No Fixed Address

Client / Brand

Miller Genuine Draft

Production Company

Strike Anywhere Productions

Music / Sound Production Company

OSO Audio

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