MILLER LITE X EXPOS

This brief gave me, a creative and sports fan a great challenge. The problem to solve was to create a campaign that honours the Montreal Expos, a baseball team that no longer exists to current beer drinking baseball fans, while not showing any action of baseball as per alcohol regulations. Miller Lite is the perfect beer brand for this, because the brand platform is all about keeping things light, being a 90 calorie 4%abv light beer. So we created the EVERYTHING BUT BASEBALL JERSEY. A Miller Lite and Expos branded jersey to commemorate a team that no longer is in play, and for fans who also dont play professional baseball. We created the mindset of you’re a baseball fan through and through, wherever you are, whatever you do, baseball is in your hearts and so are the Expos.

I designed a unique piece of merch for the brand and created the look and feel for the campaign videos we launched with. Perfect timing as well because Netflix was releasing a documentary “Who killed the Montreal Expos?” So we leveraged this opportunity and launched the campaign at the same time.

The jerseys went wild on social media, and we were able to give away these jerseys to fans who entered to win.