These gem-studded rings unlock a lifetime supply of Miller Lite

The campaign from DDB and Alma celebrates getting the crew back together for Game Day

Published On
Sep 30, 2021

Editor's Pick

Game Day isn’t quite the same without the usual crew gathered around the screen. So as wary fans inch their way back into each other’s living rooms, Miller Lite is commemorating the power of friendship with a little bling. Well, a lot of it, actually.

In time for NFL season, the beer brand has crafted six bejeweled rings, each set with real diamonds, sapphires and garnets accenting an embossed beer can made of 10K gold. One lucky fan and five of their friends will win the “Timeless” ring set.

But beyond bragging rights, the rings also include proximity sensors that detect the other rings. When all six are brought together, they unlock a lifetime supply of Miller Lite.

“There is no truer embodiment of Miller Time than cheering on your favorite team, with your gameday crew and a cold beer in hand,” said Sofia Colucci, vice president of marketing, Miller Family of Brands, in a statement. “We desperately missed this feeling last year, which is why fans now deserve to taste victory all season long—with fine jewelry to match. The Miller Timeless Collection celebrates our long-awaited reunions by unlocking a lifetime of memories and Miller Time.”

To enter the contest, fans need to post a photo on Instagram of their six-person crew along with the hashtags #MillerTimelessCollection and #Contest. They’ll also need to include a caption explaining why they deserve to win. (Need these rings for a Planeteers group cosplay, of course.)

The campaign from DDB Chicago, DDB San Francisco and Alma is supported by current and former NFL players Kyle and Chris Long, who show off the rings in all their glory, as well as social influencers and is running across paid, owned and organic social media platforms.

 

Credits

Date
Sep 30, 2021
Client :
Miller Lite
Agency :
DDB Chicago
Agency :
DDB San Francisco
Agency :
Alma
CMO :
Michelle St. Jacques
Global VP Miller Family of Brands :
Sofia Colucci
Marketing Director :
Anne Pando
Marketing Manager :
James Nanney
Associate Marketing Manager :
Alyssa Bush
Public Relations and Marketing Communications Director :
Rachel Dickens
Chief Creative Officer DDB Worldwide :
Ari Weiss
Executive Creative Director :
Ben Wolan
Creative Director :
Nathaniel Lawlor
Associate Creative Director :
Oskars Trinitis
Junior Art Director :
Lane Hedler
Junior Copywriter :
Ken Bates
Social & Digital Director :
Mike Norgard
SVP Executive Producer :
Matt Blitz
Digital Producer :
Chris Shen
SVP Group Account Director :
Kiska Howell
Account Director :
Katelyn Ledford
Account Supervisor :
Amber Hayle
Chief Strategy Officer DDB North America :
Eric Zuncic
Senior Strategist :
Alex Danks
Manager of Production Operations :
Zoe Grubbe
Production Manager :
Robert Shin
Talent Manager :
Chris Quinn
Director of Music :
Alec Stern
Project Management Director :
Jen Polan
Project Coordinator :
Victoria Rodriguez
VP Executive Creative Director Alma :
Jorge Murillo
Executive Creative Director Alma :
Christian Liu
Associate Creative Director Alma :
Martin Deferrari
Vp Group Account Director Alma :
Beatriz Del Almo
Strategy Director Alma :
Mauricio Cadena
Account Director Alma :
Jose Hawayek
Account Supervisor Alma :
Stephanie Albrecht
Production Company :
lovesong
Director :
Daniel Wolfe
Director of Photography :
Dariusz Wolski
Managing Partner Executive Producer :
Kelly Bayett
Executive Producer :
Jeanne Stawiarski
Executive Producer :
JP Columbo
Line Producer :
Jewel Estephanos
Editorial :
Cosmo Street
Editor :
Tom Lindsay
Assistant Editor :
Tony Larocca
Executive Producer :
Yvette Sears
Producer :
Chelsea Spensley
Audio Post :
Pascal Garneau
Sound Designer :
Pascal Garneau
Post Production :
Blacksmith
Lead Colorist :
Mikey Penachich
Senior Producer :
Ashley Goodwin
PR Agency :
IFC Next
Media Agency :
Connect
Community Management :
Volt

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