Miller Genuine Draft

In 2014, WHAM was made global lead agency for all broadcast communications for SABMiller’s iconic beer Miller Genuine Draft. Our work has made the beer synonymous with high-energy nights in the world’s greatest cities.

In 2015 WHAM created the global campaign, ‘Ignite the Night’ – an invitation to turn a great night into an electrifying one. We produced global assets for over 20 countries in five continents, including TVCs, branded video, outdoor executions, and even a music video for superstar DJ Hardwell’s ‘Mad World’ single.

Extending the Hardwell collaboration, we launched #MADEWITHHARDWELL, a global remix competition inviting music enthusiasts worldwide to create their own mix of ‘Mad World’ – a project that brought Miller Genuine Draft, Hardwell, fans and brand followers closer together. Generating millions of views and thousands of participants, the project reinforced Miller Genuine Draft’s ownership of high-energy global nightlife.

Following the sale of the Miller franchise to Molson Coors in late 2016, WHAM is now working with the new owners on a range of new ATL ideas for delivery in 2017.


Behind the Scenes