CuLTuRE & ThE ARTS
SILvER WINNER
DAvID vS. GoLIATh
GoLD WINNER
The Field Museum
Miller high Life
ThE FIELD MuSEuM
Helene Rosenblum
Laura Sadler
Rachel Pomberg
Megan Gaare
DDb
Diane Ruggie
Susan Lulich
Michelle Schaefer
Parry Metz
Nick Marrazza
Kathy Petrauskas
oMD ChICAGo
Dir.-Mktg.
Sr. VP-Museum Enterprises
Mgr.-Advt. & Mktg. Partnerships
Mktg. Coord.
Sr. VP-Group Creative Dir.
Sr. VP-Acct. Dir.
VP-Strategy Dir.
Creative Dir.
Assoc. Creative Dir.
Assoc. Creative Dir.
MILLERCooRS
Kevin Oglesby
Barrett White
Dir.-Super Premium Brands
Assoc. Brand Mgr.
SAATChI & SAATChI
Mark Rolland
Nick Miaritis
Diane Burton
Ralph Watson
Mitch Gage
Kristin Graham
VP-Mgmt. Dir.
Acct. Super.
Sr. Producer
Creative Dir.
Copywriter
Art Dir.
DIG CoMMuNICATIoNS
Jody Moore Acct. Dir.
MC MEDIA
Nathalie Gasper
upShoT
Assoc. Media Dir.
REAL pIRATES
Thanks to legend and lore, people see pirates as plank-walking, swashbuckling outlaws who live lives of unabashed
adventure. However, this fantasy is not quite reality. So to promote
“Real Pirates” at Chicago’s Field Museum this campaign gave
people an authentic taste of pirate life. People were recruited
to “go on the account” and experience first-hand what it was
like to be a real pirate. In the end, goals were surpassed, and the
campaign proved that, sometimes, reality can be even more
intriguing than fantasy.
oNE-SECoND AD CAMpAIGN
Miller High Life endeavored to steal Budweiser’s thunder during the
Super Bowl despite Budweiser having event exclusivity and a budget
55 times that of High Life’s during the game. High Life sought to
make an economic statement by bringing common sense back
to the Super Bowl. The “One-Second Ad” creative idea was rooted
in media innovation and successfully leveled the playing field by
sparking media wildfire. High Life volume growth during the Super
Bowl far exceeded competitors, and the campaign generated
significantly more buzz following the game than Budweiser.
