By music fans, for music fans.
Bar 75 Tour
When we looked around at other brands who were just "up for whatever,” we saw an opportunity for Miller to stand up and applaud those who are there for the music.
We took their new brand positioning, Hold True, and developed an overarching music strategy that helped Miller connect with festival-goers over a shared love of live music.
In between sets, fans could help each other discover new music by surrounding headliners with similar, up-and-coming acts on our magnetic wall.
Keep Your Cool
Our clever fan wall was major Insta-bait — but it wasn’t just for looks, it actually kept music fans cool with 42 high powered fans.
The Write Song
We handed fans markers and asked them to share their favorite jams with us. The open-ended prompts catered to each city and changed daily to keep things fresh.
One for the Road
We also took a scaled-back version of Bar 75 on the road, hitting festivals of all sizes in 9 different cities over the course of 4 months.