Miller Lite - "Es Jose Time"

Alma

Alma Coconut Grove, Stati Uniti

950

Titolo	Es Jose Time
Agenzia	Alma
Campagna	Es Jose Time
Cliente	Molson Coors
Marca	Miller Lite
Data di Prima Diffusione/Publicazione	2021 / 8
Settore	Birre
Trama	As an all-American beer, Miller Lite struggled to stay relevant among U.S. Latinos. The brand wanted to develop a Latino-specific creative program that would spark an emotional connection with these consumers. There’s no better way to connect with Latinos than through music. To bring the campaign idea to life, we partnered with no other than the prince of Reggaeton himself— J Balvin. But instead of partnering with J Balvin when he’s being an award-winning artist, we partnered with him when he’s being José Álvaro Osorio Balvín, the person. The campaign launched by redesigning Miller Lite’s classic white can, using a collaborative design that featured J Balvin’s signature lightning bolt and neon aesthetic, combining both brands to be equally represented.
Tipo di Media	Case Study
Lunghezza	102 seconds
Advertising Manager	Sofia Colucci
Advertising Manager	Elizabeth Hitch
Advertising Manager	Allison Wallin
Advertising Manager	Catherine Pastiak
Advertising Manager	Rachel Dickens
Chief Creative Officer	Alvar Suñol
President	Alvar Suñol
Executive Creative Director	Jorge Murillo
Executive Creative Director	Christian Liu
Associate Creative Director	Eddie Seglie
Copywriter	Carla Urdaneta
Art Director	Gloria Martinez
Director of Production	Yeyo Marquez - VP
Group Business Director	Beatriz del Amo - VP