The Cantroller
Miller Lite
Issue 53 | January 2020
Agency
DDB Chicago
Creative Team
Chief Creative Officer, DDB North America: Ari Weiss Chief Creative Officer, DDB Chicago: John Maxham SVP, Group Creative Director: Myra Nussbaum Associate Creative Director, Art Director: Nick Howard Associate Creative Director, Copywriter: Nick Stoner Associate Creative Director, Art Director: Guiga Cunha Copywriter: Joey Johnson Chief Production Officer, DDB Chicago: Diane Jackson Executive Producer: Keith Jamerson Senior Producer: Jason Georgen Production Business Manager: Scott Terry Talent Manager: Shirley McMahon Strategy Director: Patrick O’Rourke SVP, Group Account Director: Kiska Howell Account Supervisor: Katelyn Ledford Account Executive: Lauren Remar Project Manager: Leah Ziegler
Production Team
Bullitt, Whitehouse, Framestore, Unit9, Studio 225
Other Credits
Jack Morton Worldwide, ICF Next, Connect
Date
June 2019
Background
The goal of The Cantroller™ was to make Miller Lite relevant to gamers and beer drinkers alike. Ultimately, the task was for the brand to become endemic to gaming, so drinkers choose Miller Lite over other light beers while gaming. Making themselves part of the culture is the first step.
Idea
Normally, gaming is associated with energy drinks and sodas. But the reality is, millions of people drink beer while they game. The objective was to bring beer and gaming together in the most endemic way possible. Research uncovered an internet phenomenon where gamers take household objects and turn them into video game controllers. With that insight, they thought what better way to become endemic to gaming than to make their actual can into a controller you can play your games with? Hence, The Cantroller™, the first controller you can drink. Designed using an actual 12oz. can of Miller Lite, the Cantroller™ is a fully-functioning video game controller complete with Bluetooth connectivity, a 3-hour lithium-ion battery, haptic feedback and, most importantly, beer. Elegantly designed, you can now drink and play without ever putting down your controller Once they had their product, they wanted their campaign to lean into gaming culture, from a film that borrows the thematic quality of classic game ads, to their partnership with Eric Andre, to their live event streaming on Twitch.
Results
672 million earned impressions 98% positive sentiment +172% increase in volume of Miller Lite conversation 1.3 million minutes watched on Twitch 20 minute average view time on Twitch