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Tiger Beer Asia

Tiger Beer Asia

Uncaging local talent whose approach to their craft serves a good cause.

Storytelling, Experiential Marketing

The Brief

Tiger Beer’s new campaign, “The Uncaged,” takes the idea of showcasing emerging talent and “uncaging” local heroes and focuses it on those whose approach to their craft serves a good cause.

The campaign features a group of “Uncaged Heroes” from fields like technology, dance, fashion, music, art and food.

Our Solution

To kick off the campaign, Tiger Beer starts by highlighting the group of Uncaged Heroes, sharing their work in a launch film that can be seen on the brand’s social media channels and campaign website.

Tiger Beer through partnerships with Hypebeast, hosts contestant submissions and direct chosen finalists to perform on stage in one of three “Uncaged Nights” events in June.

Finalists chosen from each of these three performances will then faceoff in July for a chance to be featured at The Uncaged LIVE event on Sept. 20 in Venice, Italy.

The Results

Jeremy Beadles, regional corporate affairs director of Tiger Beer, HEINEKEN Asia Pacific, said the brand has always done things in a different way and challenged norms to help people uncage their tiger spirit.

“Our belief is that the best ideas are born on the streets, in much the same way our brand started life on the hot streets of Singapore. Uncaged is a reminder of the tremendous potential that lies within the young generation, and we want to use our global scale to ensure that these people are given the recognition and support they deserve as they use their creative talent to make a positive impact in their communities,” he added.

Working together with a multi-specialist team of agencies including us, Droga5 who coined the "Uncage" concept all the way in Australia, Academy Films (the local production house), Exile, Factory Sound, Electric Theatre Company and The Sweet Shop (a stellar ideation and post-production crew), this campaign initially faced a lot of flak for not conforming to Singaporeans. However today, it is yet widely regarded as the pivotal campaign that turned Tiger beer from a 'hawker centre beer', to a global beer.

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