SoStereo teamed up with our good friends at DDB Chicago to execute a National Campaign for Miller Lite. DDB Chicago came to us to find localized artists for Miller Lite’s Taste You Can Depend On campaign; and, due to our ‘search by location’ feature it was easier than ever for them to find artists in all of the states they required.
SoStereo not only has artists from all the US states, but most countries worldwide, making finding the right artist for any given campaign so streamlined you could do it with your eyes closed.
The Client
DDB Chicago is one of the most iconic powerhouse agencies in Chicago. Most known for their successful work with Adidas, Starburst, Coors Light, and more. DDB Chicago is no stranger to SoStereo, working on multiple Miller Lite spots including the ‘Beer Me’ campaign which was shortlisted at this years D&AD Awards.
Brief & Process
DDB Chicago wanted to capture authentic moments. The kick back with friends, football on a Sunday, beach day turned late night vibes, characterizing the versatility of the brand.
Pairing this with authentic music from a local artist representing their given location, and you have one of the most authentic campaigns out there! We had something to fit every film. Our artists from Wisconsin, Chicago, Los Angeles, Miami, Atlanta, and Philadelphia all brought their unique local sounds to the campaign.
Due to those ever pressing budget restraints that hit our industry time and time again, there were concerns that we might not be able to deliver. But like we always say, we aren’t cheap, BUT we are affordable. We even had a little something left over to provide the track for a national spot at the end.
If it wasn’t for SoStereo, this campaign would have gone to stock music. We are delighted that we managed to deliver effective affordable options using real artists.
The Artists
DDB Chicago chose local Wisconsin artist BrightViolet and their track ‘Glossier” for the first spot, due to the ease of this process they kept coming back for more! Being quickly followed with requests for 5 more artists for the rest of the localized campaigns and 1 fully National spot.
Inspirational song-writer and Hip-hop artist Ken The Messenger represented Chicago, he is on a mission to bring the gospel to the streets. The grandson of a bishop, Ken The Messenger was raised in the church and the streets of Chicago. His sound merges these two contrasting aspects of his life together resulting with a mixed genre feel to his music.
Los Angeles brought singer, songwriter and producer, Dutch Melrose. With over 2.5 million streams worldwide, he’s taking the music scene by storm. From providing vocals to Souvenir by Whales and now producing his own music, Dutch is dedicated to the game from start to finish.
Miami‘s favorite band Xperimento, known for their Latin, Reggae, Urban, Cumbia, and Soul offered up one of their clever mashups, bringing endless dance energy to the Miami campaign. No strangers to success, they have performed alongside artists such as Enrique Iglesias and Rick Ross.
The Atlanta dream duo SweatBeatz provided their Hip hop, R&B, and Pop sound to bring the Atlanta element of the campaign to life. This squad has been lucky enough to work with the likes of Bow Wow, Nike, Smirnoff, and many more.
West Philadelphia born, Armani White, expresses himself through music described as ‘providing therapy for those who can’t afford sessions.’ After uploading his first music video ‘Stick Up’ in March 2015, his career amplified overnight. He’s been releasing great things ever since, the most recent of which being his new EP: Things We Lost In The Fire.
The National campaign was represented by California grammy-nominated artist and producers, Junior State. Well known for lo-fi beats, last year they put out an incredible album covering a variety of genres; Jazz-hop and Chill-hop, with influences ranging from Hip-hop to Jazz and R&B.
For Artists
Licensing is becoming more and more important for artists, it’s a revenue stream that they need. Compared to gigs and streaming which a lot of artists rely on, getting a placement such as this Miller Lite campaign not only boosts their recognition, it is a vital part of their income. We were thrilled to be able to bring this campaign to life with our SoStereo artists.
The Results
Each spot in the campaign is perfectly on brand, from the individually located films; to the local backgrounds of the artists behind the scenes. It’s a campaign to make you feel part of the Miller Lite family. SoStereo are so happy to be a part of it, and can’t wait to work with DDB Chicago again soon!
