Dancing helps Hispanics and Africans to connect with their culture and feel at home. But having migrated to the US at an early age, they find themselves adapting to its culture while feeling disconnected with their own.
Miller Genuine Draft has a longstanding connection with dance and music. But this time, we take it a step forward with each bottle/can by rephrasing ‘Genuine Draft’ to ‘Genuine Dance Name’, - for example, ’Genuine Odi’, ‘Genuine Chinelos’ and more. All this while staying true to the dance forms and the concept of ‘It’s Miller Time’.
Miller Genuine Dance is a new design inspired from African and Hispanic dance moves and rhythm through motion tracking technology. We show dynamic waves and abstract elements of traditional dances (Odi, Rumba, and more) to express the feeling of love, freedom and happiness. A balance of vibrant colors and striking patterns, accompanied with complementary music (scannable code on every can/bottle), the design is a modern take on both the cultures. Together with Instagram AR filters and merchandise, we encourage our audience to reconnect with their culture with every step and tap of the feet.