Miller Lite “The Unsung Heroes Of Gaming”

BRIEF

In 2019, Miller Lite approached Twitch asking for an advertising campaign concept that had never been done before in gaming.

STRATEGY

We pitched them a community-centric program focused on the Moderators of Twitch creators because they are the true, unsung heroes of Twitch. No brand had ever anchored a campaign around Moderators so this was ‘white space.’

CONCEPT

Miller Lite celebrates the true fans of gaming — the Moderators, an invisible force powering live-streaming communities everywhere. These Unsung Heroes are an overlooked but essential contributor to the gaming community.

EXECUTION

We identified four deserving moderators who had made sacrifices for the creators and communities that they love, sent them on an all expenses paid VIP trip to TwitchCon and documented their stories to shine a spotlight on them.

• :60 spot ran on Twitch and paid social

• Longer form mini docs on four Moderators lived on Miller Lite official social channels

Concept / Strategy / Creative Direction: Erin Joyce

Video Production: Malka Media

Client: Miller Coors + Spark Foundry Chicago

Awards: 2019 Shorty Award, Gaming