"TOGETHER WE RAISE ONE UP"

THE INSIGHT: Two brands. Similar roots. Similar story. They both came from humble beginnings, working for a dream. A dream that could be realized in America — where the independent spirit could not just live, but thrive. Like true pioneers, their founders broke convention. They gave the beer a champagne-like quality so everyday moments could be celebrated and transformed a man-powered bike into a man-empowered machine. The moment the bottle was popped and the moment the first motorcycle hit the road was just the beginning. The rest was in your hands and 110 years later, they are alive and making a statement—all thanks to those that live them every day.

THE PLAN: Use Miller High Life and Harley-Davidson's 110th Anniversary to rally fans and supporters together to celebrate those who defined the High Life, defended it and worked hard to live it every day. A major component of this partnership was also to continue the summertime tradition of giving veterans a taste of the life they were fighting to defend—the High Life—by providing them with High Life experiences (i.e. baseball games, NASCAR events and concerts).

(SPEC) In addition to donating with every purchase of Miller High Life, we wanted to give our drinkers and bikers more ways to donate and help make our military men and women's transition back to civilian life a little bit easier.

We celebrated our drinkers, veterans and riders for their military service and High Life living values.

The program's  iconic ribbon flag created a symbol of awareness and a means for our drinkers and establishments (through cap collection, branded merchandise and an actual flag) to proudly show their support and appreciation for our veterans..

(SPEC) EVENT: Set-up charity bike runs and an after-ride celebration to raise additional money for the veterans program.

(SPEC) DIGITAL: Partner with StubHub to give people the opportunity to donate a $1at checkout  to reinforce the type of High Life experiences given to veterans and to help giveaway more.

(SPEC) KICKSTARTER: Use this platform to help fund dedicated veteran's sections in local baseball stadium(s).