People got tired from similar halloween costumes like slutty nurses and macho vampires, so we decided to offer them a new way of creating a masquerade look.

Miller offered consumers to celebrate the night in the style of greatest megapolis's in the world, and launched a HALLOWEEN MASKED NIGHT CAMPAIGN.

5 cities with their own stories inspired us to created limited edition bottles.

Campaign included promo mechanics – buy 3 bottles, get an envelope with a stylish mask.

We released photo instructions how to compliment your look with a mask by Miller. 

Opinion leaders created their own content to support the campaign in social.

There were no parties by Miller that night, we created toolkits for clubs to decoration space on their own, so club art director had an inspiration, rather than strict guidelines. 

As a bonus activation at flagship events we created interactive mirrors to engage audience.