Miller Ambassadors '23
Клиент
Efes Kazakhstan
Рабочая группа
Miller
Brand Manager – Alina Zhienbayeva
JAS
PR and Influence Manager – Nargiza Veliyeva
Project Manager – Alina Zemlyakova
Production Director – Dariya Pitirimova
Creative Producer – Margarita Gorbacheva
Photographer – Vladislav Lukinov
Videographer – Dmitry Kozlov
Задача
Task:
The Miller brand updated its global communication strategy, and our task was to localize it for the Kazakhstan market. The main objective was to expand the brand's target audience matching the newly identified audience segments.
Our solution:
We developed a creative concept centered around local ambassadors. To announce the campaign, we conducted a studio photoshoot, highlighting the brand’s colors with minimal props unique to each character. The focus was on immersing the audience in the creativity and aesthetics of each ambassador, with personalized props such as a skateboard or a DJ console. We combined an appropriate atmosphere, the characters' props, and the Miller bottle to create a stylish image that resonates with consumers.
For the main shoot, we emphasized that Miller is an integral part of street culture, just like its ambassadors. We brought the characters' activities to life on the streets using artistic decorations made for each individual, complete with relevant elements.
The series includes both wide shots featuring an urban background and close-ups within the set design. Through this, we invite the target audience to follow their idols and explore their world in any corner of the city, always with a bottle of Miller in hand.
Date and Medium:
July - December 2023 - Digital
