Ugly Holiday Sweater Billboard
M I L L E R L I T E
How do you stand out in the middle of Times Square, where every ad is a flashing light?
You do something that’s nostalgic and original – like an ugly holiday sweater.
In Times Square, where the flashiest lights and most recent tech steal the show, Miller Lite, the original light beer, wanted to do something that felt grounded, authentic, and original
C H A L L E N G E
Miller Lite, the original light beer, made something original. We gave Times Square an ugly holiday sweater.
S O L U T I O N
R E S U L T S
.74 CPM
The media return on investment was an industry-leading .74 CPM
134 K
Attracted over 134,000 engagements and drove sales beyond targets during a competitive holiday season
35 M
The billboards generated over 35 million media impressions
Credit:
Agency:
TBWA\Chiat\Day LA
Creative Directors:
Matthew Woodhams-Roberts / Dave Horton
Art Director:
Jason Kim
Copywriter:
Vincent Largoza
Director/Editor:
Donald Andrews
Camera Operators:
Joe Sailer / Roman B Umali
Producers:
Dena Moore / Jasmine Gomillion
Featured Artist:
London Kaye
Recognition:
One Show
Merit : Print & Outdoor
Articles:
Adweek
AgencySpy
Fortune
AM New York
The Roosevelts
KCENTV