Miller Lite, the original light beer, wanted to celebrate the holidays in Times Square. So we made something original. We gave Times Square an ugly holiday sweater.

Working with Brooklyn-based and influential street artist London Kaye, we used 43 miles of yarn to hand-crochet over 300,000 unique stitches to create an ugly holiday sweater for two 25'x25' billboards in Times Square, each weighing over 300 pounds.

The billboards generated over 35 million media impressions, and the media return on investment was spectacular, achieving an industry-leading $.74 CPM. Additionally, there were over 134,000 likes, comments and retweets to flank our coverage in the top-tier media outlets. Most importantly, sales beat the plan and the competition during a crucial and very competitive holiday sales season.