Tiger Beer Mongolia
Introducing a series of Silent Heroes who not only #UNCAGE but also contribute to society.
Storytelling, Experiential Marketing
The Brief
Tiger Beer believes in the power of the arts, and the ability for it to create positive change in local communities, and ultimately, the world. Through this program, it was Tiger Beer's hope that they could uncage the next generation of creatives that are not only musically gifted, but looking to harness that talent for the greater good.
Our Solution
The Tiger brand has introduced a series of SILENT HEROES who not only #UNCAGE or inspire #FREEDOM, but also contribute to society, in a Mongolian flavour. Mongolia has always been an oddity in the region, where political competition is free and where civil liberties are respected. While Mongolians were content to enjoy a high level of freedom in the Mongolian society, secretly cultural taboos like Tattoo artists and other rebels were yet ostracised, to a certain extent.
We repurposed our Uncage campaign held in Asia to focus on the same storytelling format, but focusing on rebels with a cause in Mongolia. The winner of the program will be eligible to represent Mongolia at the International Festival.
The Results
Building on the brand’s rallying call to “uncage” bravery in pursuit of passion, this campaign demonstrates how far the impact of creative courage can go. Featuring an eclectic group of Uncaged Heroes from fields as diverse as technology, dance, fashion, music, art and food, Tiger Beer will inspire people to look beyond familiar faces and discover those who are truly shaping the future: proof that if you have the courage to pursue your passion, you can make a positive impact on the world.
We worked with our local agency partner BTF in Ulaanbaatar and their local on the ground production team to execute the street campaigns and local productions
Tiger Beer, Boldly inspiring people everywhere to uncage the tiger inside them since 1932.
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