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As part of a rebrand and repositioning, Miller Genuine Draft launched “One of None”, a campaign built off the insight that in order to be truly exceptional, one must do what has never been done before.

With the intention of establishing its position as the only beer of choice within the nightlife space, MGD had to stand out in a setting dominated by spirits. In order to achieve this with credibility, it was important to contribute to culture instead of just speaking to it.

Featuring a fashion collaboration with notable streetwear designer Jeff Staple and a musical partnership with Toronto rapper Shaquille Baptiste, ‘One of None’ actively engages with the urban scene and gives members something they can use to celebrate their individuality.