Miller High Life: I Am Rich
Campaign details
Agency: Leo BurnettBrand: Miller High LifeAdvertiser: MillerCoors
Summary
The Miller High Life's irony ridden "I am Rich" campaign was an outcome born out of an unacknowledged insight that threw light to the gaping void between the cultural and economic landscape that was shaping Millennial's lives and worldview, and the way most brands – and society – continued to talk to them. While other marketers continued to trumpet the "you can have it all" mantra to this generation, we recognized that their life circumstances had made them re-invent...