Some people love the office Christmas party. They’re weird. According to Miller Lite, more than half of full-time office works are revelling in the fact that there will be no office Christmas parties this year, and 70% would choose time off work over one.
Instead, Miller Lite is celebrating more time to enjoy the beer with a few real friends. The campaign, Farewell Work Holiday Parties, by DDB Chicago and DDB San Francisco brings back the Mannequin Challenge to remind people of the most cringeworthy office party moments – and not only in the campaign film. Miller Lite teamed up with visual artist, Alex Prager, to create a Christmas activation – fifteen hyperrealist sculptural figures created by the artist and featured in the campaign are being displayed in an outdoor art installation at the Los Angeles County Museum of Art (LACMA) and in a virtual experience.
The full campaign also includes national TV advertising ion the US, social, digital, public relations, a new range of ugly holiday jumpers and holiday packaging.
“With many companies nixing the traditional holiday party, we’re focused on the silver lining – more time with a few real friends, which is what Miller Time is all about,” stated Courtney Carter Dugan, director of activation for Miller Lite. “Not having to make awkward small talk or being forced to take photobooth pictures with co-workers is a holiday gift in and of itself.”
The outdoor installation, sponsored by Miller Lite, opened on the LACMA’s Smidt Welcome Plaza on Saturday, November 21 and is free (but with strict distancing and safety protocols). It will run until January 3 2021.
For those that want to celebrate their free from co-workers Miller Time, Miller Lite is giving away six-packs to celebrate the holidays at home with their real friends.