Remember Captain Planet? For those born after its final episode in 1996, here is its synopsis: “Gaia, the spirit of the Earth, can no longer stand the terrible destruction plaguing our planet. She sends five magic rings to five special young people, each with a special power from nature. When the five powers combine, they summon Earth’s greatest champion, Captain Planet.”

DDB San Francisco and Miller Lite seem to have borrowed the idea, albeit without the environmental activism. In the Miller Lite version, fans have the chance to win an original set of six rings. They won’t save the planet, but they will make you a little richer. Each ring in the Miller Timeless Collection is inlaid with 10-carat gold, decorated with jewels, and comes with a built-in sensor that detects when another ring is close by. When all six are together, the owners have the chance to win a Beer For Life digital prepaid card valued at US$10,000.

The campaign aims to generate excitement and getting together for the 2021 NRL season after Covid cancelled many games and only limited seating in other games (as well as social distancing rules in homes) prevented friend groups from enjoying games together was available in others last year.

The collection is available by registering on Instagram and is supported by paid and owned social media elements, influencer marketing, including partnerships with two NFL stars, and traditional earned media.