Singapore's national icon Tiger Beer is proud of its Asian roots and showcases this to the world in its latest campaign created by its new advertising agency Droga5 Australia.
'Tiger Uncage' - created in secret over the last five months - will be launched in 25
countries with film, print and integrated digital engagement programs,
starting with Singapore this week. This will be accompanied by the
unveiling of an enhanced vibrant brand identity across all consumer
touch points including fresh logos, visuals and packaging.
The new campaign features short films on the real stories of young Asian personalities. 'Tiger Uncage' showcases how they have forged their own paths, breaking free from conformity.
VIEW THE FILMS
VIEW THE JOEY SPOT
VIEW THE ANTHONY SPOT
VIEW THE CHARLIE SPOT
The Asian beer brand is attempting to
portray itself as a symbol of courage - encouraging people to 'ignite
the Tiger inside' and take the leap to follow their passions and
dreams.
Says
David 'Nobby' Nobay (left), creative chairman of Droga5 Australia: "For
us 'Uncage' is more than just another ad campaign: it's the platform
from which we can start having a genuine conversation with our Asian
drinkers, and ultimately, the world. It's big, ambitious and will be
realized across all media, not just traditional advertising spaces.
We're already planning a live festival, joint ventures and new media
creations that will take our position as the brand for restless spirits
into a real world space.
"All the creative and strategic work
will continue to be run and overseen by our Sydney office. The sheer
volume of new work we've created in the last 5 months has created a
fantastic bond between the senior team at D5 Sydney and our counterparts
at APB in Singapore, and neither of us plans on changing the chemistry!
"That said, we're excited about how fast this relationship is
developing and deepening, so we are embedding a Droga5 regional
director, Simon Lockyer out of our new partner IMG (recently acquired by
WME) Singapore HQ. Simon was previously new business director at
TribalDDB in Singapore and has great experience of the Asia region.
He'll report directly to Sudeep Gohill, our D5 Sydney partner/CEO."
Says Mie-Leng Wong, Tiger global brand director at Heineken Asia Pacific:
"Tiger is a brand that was created and cultivated in
Asia. With 'Tiger Uncage' we aim to make everyone take notice of the
incredible talent, creativity and passion that is now coming out of
Asia."
Says New York based David Droga, creative chairman of Droga5: "Having lived in
Singapore for many years, I know first hand just how great a beer Tiger
really is. It deserves to be elevated to a truly iconic brand, so this
is an amazing opportunity."
Tiger 2014 campaign heroes:
Joey Pang
Born in Yunnan, China. Based in Hong Kong.
Joey
Pang moved to Hong Kong when she was three, and grew up wanting to be
an artist. Moved by the way the human body and art could interact, she
began as a makeup artist - but the transient nature of her work became
frustrating. The permanency of tattoos caught her attention and she
pursued her dream of becoming an artist working on living canvas and
changing how body art is seen.
Why she is an uncaged hero:
Joey
Pang hasn't just broken free from the cage that has kept women away
from the art of tattooing, she has completely redefined the way the
human body can be used as canvas to express a personality. Taking
inspiration from New Zealand's Maoris, she shifted the understanding of
tattoos in Hong Kong from an appendage worn by gangsters to an
expression of self, coveted by celebrities and sought after around the
globe. In uncaging her expression she has pioneered a new art form, born
in Asia, celebrating traditions but free from its constraints.
Anthony Chen
Born in Singapore.
Singapore
born and bred and from a classic middle class family, Anthony was
expected to follow the predictable path to career and financial success.
Unexpectedly however, he discovered a passion for filmmaking. In 2013
he won the prestigious Cannes Camera D'Or for his debut film 'Ilo Ilo'.
Today Anthony continues to break new ground, inspiring others to pursue
their creative dreams and find the courage to make them reality.
Why he is an uncaged hero:
A
new generation of filmmaker, Anthony has broken through the conventions
of Asian cinema, dominated by action and gangster films, to create work
that conveys a new sense of honesty that he hopes will inspire others
to uncage their stories and their creativity. In doing so he has
redefined what success looks like for a Singaporean. Traditionally a
country known for its financial prowess, Anthony has demonstrated that
it can equally hold its own as a creative powerhouse on the world stage.
Charlie Ruedpokanon
Born in New York.
A
two-minute action film trailer was all it took to change the course of
Charlie's life, attracted to the silver screen not by the thought of
acting but the lure of action. Learning at the knee of Shaolin Masters
he found his way into one of Asia's top stunt troupes and pushing the
boundaries of what is humanly possible every day.
Why he is an uncaged hero:
Raised
in America Charlie followed the advice of his hard- working Thai
parents and played it safe going to college and getting a degree in
business management. But he knew there was more and the inspiration of
Asia's amazing action films could not be denied, leading him to break
free and chase his dream. His singular focus and self-belief helped him
draw the attention of the Jaika Stunt Team and his cage was finally
smashed. Just as his college degree has acted as a safety net, in his
stunt work and acting he has an absolute faith in those he works with
that allows him to put his life in the hands of others as he performs
his death-defying stunts. Each time he leaps from a building he is
showing how shrugging off your fears free you.
In-Depth with Uncage campaign film producer Michael Hilliard
The
Uncage campaign was directed by acclaimed director Christopher Riggert,
one of Australia's most versatile directors, and produced by
multi-award-winning producer Michael Hilliard (left) via Australasian production company
Finch.
Hilliard said the attraction of working with Tiger was the
real people who inspired the campaign: "Uncage is an exciting concept
because the work is borne out of real people who embody the lifestyle.
So each piece of film is unique to them, and really only comes to life
as you understand them. Lots of brands talk about doing something
different or innovative, it was great to be part of a process where we
actually got to do something differently.
"As such, each spot is
built around the work, passion, or creative vision of a real person. But
not as documentary films per se. We wanted to layer these real stories
with production design, stunts and special effects, to take us inside
the mind of these individuals. To examine their thought process, and
what makes them unique as individuals. So we were writing the spots on
the fly, as we learned more about the characters, our stories took
unexpected and interesting turns."
Working with Joey Pang, the team found inspiration in the way she approached her calligraphy and applied it to her art.
"Her
work with the tattoo gun is actually part of a much bigger conversation
about Chinese culture, her mother's interest in calligraphy and the
permanence of the brush stroke in art. On one of the days, we watched
Joey and her mother practice calligraphy and painting together. The
relationship to her work was clear and apparent, but going a layer
deeper with her to understand the permanence of tattoo and why she chose
to do that with her life gave us a huge insight into our approach to
her film."
Her story could not contrast more to the
action-packed shoot of Charlie Ruedpokanon's ad. "Early on in the
process, Charlie dispelled the myth that stuntmen are fearless. He said
two really interesting things: one) that being a good stuntman is about
understanding that you are afraid, but being confident you have
evaluated the risk correctly, and doing the stunt anyway, and two)
things are always different when you get to location than they were when
you rehearsed them. So it's managing the balance of fear and risk. It's
an amazing life lesson.
"If you listen to the stories our characters
tell, they are all unlikely success stories. Every one of them. Most
success stories are unlikely ones."
Brand - Tiger Beer
Product Cat - Drinks, Alcoholic
Client - Heineken Asia Pacific
Creative Chairman - David Nobay
Creative Director - Andrew Fergusson
Creative Director - Cameron Blackley
Copywriter - Emily Cussins
Art Director - Leslie Sharpe
Agency Producer - Holly Alexander
Business Director - Richard Sweetman
Planner - Michaela Futcher
Production Company - Finch
Director - Christopher Riggert
Producer - Michael Hilliard
Director of Photography - Jeremy Rouse
Editor - Peter Sciberras, Method Studios
Post Production - Heckler
VFX - Heckler
Music - Sonar Music
Holly Alexander
Head of Content
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