Miller Genuine Draft celebrates Jeff Staple and Bellroy collaboration for 2020 Design Lab campaign

Miller Genuine Draft has brought together Melbourne-based fashion label, Bellroy, and designer Jeff Staple to mark this year’s Miller Design Lab campaign.

Bellroy and Staple have created a limited-edition customisable version of the label’s sling bag, which is intended to help people express their nightlife personas.

Each year, the campaign sheds a spotlight on the work and personal style of  artists, musicians and creatives. This year, Miller Genuine Draft is looking to celebrate the hospitality industry and the nightlife culture it creates with the campaign.

Over 50 local artists will also be showcased as a part of the campaign, each representing an aspect of Australia’s nightlife.

Matt McKay, senior brand manager of premium beer and cider at Coca-Cola Amatil recognised the importance of supporting the hospitality industry.

“This is a hard time for the hospitality industry. We wanted to show our support and shine a light on what makes it so special by showcasing the creativity that the nightlife can inspire and bringing that creativity to the at-home experience,” he said.

“It is equally important that we continue to offer Australians that same sense of energy and community that going out with your friends can bring – even if those moments are at home right now.”

Connecting Plots is behind the digital, salesforce, out of home (OOH) and PR campaign that will promote the customisable Bellroy sling bag. It is the second year the agency has worked on the Miller Design Lab, following last year’s series of creative and cultural events that were held for the campaign in Melbourne.

Tom Phillips, managing director at Connecting Plots, was proud to continue the relationship with the brand.

“Now in its second year, it’s been an amazing opportunity to work with Miller Genuine Draft and bring Miller Design Lab to life as the home of exceptional collaborations within these unprecedented times,” he said.

“We’ve had to adapt both our creative and production outputs to deliver culturally-significant work that celebrates Australian nightlife while making it relevant to a digital, self-isolating world.”

A paid media partnership with Concrete Playground will also push the collaboration between Bellroy, Staple and Miller Genuine Draft.

The OOH execution will appear in Victoria. The campaign will run until June 2020.


Miller Genuine Draft
Stuart Boag – Brand Marketing Manager
Matt McKay – Senior Brand Manager (Premium Beer)
Alistair Shields – Assistant Brand Manager (Premium Beer)
Kaysie Direen – Digital Brand Manager (Beer & Cider)

Connecting Plots
Tom Phillips – Managing Director
Dave Jansen – Creative Partner
Tim Collier – Senior Strategic Planner
Andie Tickner – Client Services Director
Gemma Barr – Account Director
Sejon Im – Director/Editor
Julia Kenny – Creative
Sidney Kan – Digital Director

Concrete Playground
Business Team: Tahlia Phillips, Emily Atkinson
Campaign Management Team: Natalie Ratcliffe, Alison Tanudisastro, Elle Kerin
Videography: Reuben Gibbes

PR Partner
We Are Different


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.