Miller Genuine Draft was losing its way in Scotland. It had been a popular brand for a number of years, but younger drinkers were drifting away, attracted by new launches and more exotic lagers. We needed to re-engage with 18-24 year olds, re-establishing the premium and Scottish credentials of the brand. Relevance was crucial as this target group is particularly marketing-cynical. Our creative work needed to powerful, relevant and have a light brand-ouch.

Miller understands that Young Scots are like young people around the world. They like music, they like going out, they like being part of the crowd – whilst appearing to be cool and in the know - and they are proud of their country. Tapping into these insights allowed us to identify key poster sites and also to produce the kinds of posters that would appeal.

121 new bands gigged every year, up to 450 mobile tickets distributed every week, and 380 tracks recorded and distributed, 500,000 emails every month, 2.5 million online impressions.