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Miller Genuine Draft: One of None
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Working with Sid Lee Toronto, Miller Genuine Draft has used fashion and music to begin its claim as the first and only beer of choice within the urban nightlife space through its new 'One of None' brand platform, which contributes to culture instead of just talking about it. The platform is built on the insight that in order to be truly exceptional, one must do what has never been done before. Operating with a different mindset, working harder than others and fearlessly standing out makes one a rare exception to the rule. In short, even though it's the tougher path to take, it's more worthwhile to be one of none than one in a million.
Brand Director: Joy Ghosh (Senior) Related
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