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 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 worked with the new owners on a range of strategic and ATL ideas for 12 months as part of an agreed handover to Molson Coors new global agency.


Behind the Scenes