032: MIK Museletter

We’re back with another edition of The MIK Museletter for 2025, a must-read for industry insights and creative inspiration.?

What’s Got Us Talking: Missing Chalices?

Every year, thousands of Stella Artois Chalices go missing from bars. Unacceptable? Perhaps. But where most brands would see this as a problem, Ogilvy and the team at David New York turned an act of thievery into an incredibly effective brand awareness campaign.?

Enter Missing Chalices, a masterclass in flipping human behaviour into brand storytelling, taking a quiet, almost guilty consumer instinct and reframing it as the ultimate endorsement.

Through simple visuals of chalices hidden in dishwashers, perched on kitchen shelves, and nestled among everyday glassware, Missing Chalices doesn’t try to fight human nature, it simply amplifies it. Showing us that it’s not just about what people say they like in focus groups, it’s about what they do when they think no one’s watching.

Spotlight On MIK

This week we sat down with MIK’s North American Country Manager, Kelly Beveridge.

What’s your leadership philosophy, and how do you apply it in your day-to-day role?

Collaboration and teamwork are key! During our team meetings, we have time dedicated to “Sharing is Caring” where team members highlight learnings, tips or tricks that can help the wider group. We also have a regular forum to talk about the wins and the challenges. By encouraging the team to support one another, not only are we all learning and developing new skills, but we are also creating a stronger bond where everyone feels like they have an opportunity to contribute and grow.

What key trends do you see shaping the digital and audio space in North America right now?

Despite all of the buzz surrounding AI, there is a growing demand for authenticity. Brands are increasingly seeking a more natural, casual, and conversational tone for their ads. While technology is evolving at lightning speed, the human touch remains an essential part of the creative process to craft messages that resonate with audiences in an authentic way.?

What’s your proudest moment at MIK?

My proudest moment at MIK is less of a specific moment and more about the journey! When I started, the dedicated North American team was just 2 of us, but in just 2 short years, we have grown to a team of 7, with a powerhouse group of incredibly talented people.

What’s got you excited about 2025?

I am excited to build on the incredible work our team has been doing in Australia and bring that same level of innovation and creativity to our North American clients by developing and launching new product offerings. Stay tuned!

MIK is a creative studio providing 360° digital services. Based in Australia, working worldwide.

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