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Miller Lite Dresses Times Square Billboards in Huge, Handwoven Ugly Sweaters

Date: December 10, 2015

Summary:
Here's a fun Christmas stunt from Miller Lite. Thanks to the brewer, a giant ugly-holiday-sweater billboard, handwoven out of actual yarn, now adorns a corner of Times Square.

Body:
Here's a fun Christmas stunt from Miller Lite.

Thanks to the brewer, a giant ugly-holiday-sweater billboard, handwoven out of actual yarn, now adorns a corner of Times Square. 

Agency Olson worked with Brooklyn artist London Kaye to crochet the cheery monstrosity, which features reindeer and, of course, beer (the iconic Miller Lite Steinie bottle that launched the brand in 1975). The video below captures some of the process, which took over three weeks of handweaving (tedious work, even by ad production standards).

Kaye's enthusiasm—the kind that might be cloying if the project were less oddball—shines through, bringing the whole thing to life in a way that's actually charming. 

Kaye, whose other yarn-bombing work includes a hilarious (if controversial) Wes Anderson-Stanley Kubrick mashup in Bushwick, describes the Miller job as her largest-ever piece. 
Still, the effort-to-impact ratio might fall short of the Brazilian warm clothing drive launched this fall by attaching smaller bits of illicit knitting to the figures on traffic signs. Another beer brand, Grolsch, also did some yarn-bombing as part of a broader street-art installation in London earlier this year. 

Regardless, for anyone who wants to experience Miller's willfully hideous billboard firsthand, it will be up at 49th Street and 7th Avenue through the month of December. 

Oh, and you can also buy real Miller Lite ugly Christmas sweaters, too.

Click here to read more.


 

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