The campaign, named ‘Project goal’, builds on Tiger Beer’s ‘Passion for winning’ proposition and aims to promote the brand’s longstanding association with football through its current status as broadcast sponsor of the Barclays Premier League.
The ads, which feature Rooney competing with a fan in a crowded bar for the last Tiger Beer in various scenarios, will air in Singapore, Malaysia, Cambodia, Vietnam and Mongolia from May.
In addition to creating the regional campaign, iris Experience Singapore has been appointed to handle Singapore’s local market activation, including experiential and promotional drives to connect with consumers at key events nationwide.
On the campaign, Craig Mapleston, managing director of iris Singapore, said: “There are so many brands associated with football in Asia, competing to leverage both the BPL and the World Cup. Tiger Beer has already created a strong link in Asia with football and this campaign takes that association to an exciting and highly differentiated new level. By engaging internationally recognisable stars such as Rooney and Collina and placing them in the middle of a fan experience, Tiger Beer is reinforcing the integral role that it plays with football fans.”
Tom Ormes, creative director, added: “From the very beginning this has been an exciting project that we’ve embraced wholeheartedly. Working with a world-class production crew, Rooney, Collina, shooting in beautiful Manchester - the whole experience was great. It definitely wasn’t without its challenges, but I think the end product befits a world-class brand.”
iris Singapore was appointed by Asia Pacific Breweries to develop its regional football campaign for 2010 last July following a four-way competitive pitch.
Credits:
Project Project Goal
Client Asia Pacific Breweries
Creative agency iris Singapore
Creative directors Tom Ormes. Kelly Finnegan
Copywriters Tom Ormes
Art director Kelly Finnegan
Production company The Sweet Shop
Director Paul Goldman
Post-production company The Mill
Exposure Television, cinema, online
Credits on print:
Copywriter Jonathan Cockett
Art director Subha Naidu
Production company Locate Productions
Photographer Simon Harsent
Re-toucher Cream Studios
Exposure Print, retail packaging, below-the-line
The ads, which feature Rooney competing with a fan in a crowded bar for the last Tiger Beer in various scenarios, will air in Singapore, Malaysia, Cambodia, Vietnam and Mongolia from May.
In addition to creating the regional campaign, iris Experience Singapore has been appointed to handle Singapore’s local market activation, including experiential and promotional drives to connect with consumers at key events nationwide.
On the campaign, Craig Mapleston, managing director of iris Singapore, said: “There are so many brands associated with football in Asia, competing to leverage both the BPL and the World Cup. Tiger Beer has already created a strong link in Asia with football and this campaign takes that association to an exciting and highly differentiated new level. By engaging internationally recognisable stars such as Rooney and Collina and placing them in the middle of a fan experience, Tiger Beer is reinforcing the integral role that it plays with football fans.”
Tom Ormes, creative director, added: “From the very beginning this has been an exciting project that we’ve embraced wholeheartedly. Working with a world-class production crew, Rooney, Collina, shooting in beautiful Manchester - the whole experience was great. It definitely wasn’t without its challenges, but I think the end product befits a world-class brand.”
iris Singapore was appointed by Asia Pacific Breweries to develop its regional football campaign for 2010 last July following a four-way competitive pitch.
Credits:
Project Project Goal
Client Asia Pacific Breweries
Creative agency iris Singapore
Creative directors Tom Ormes. Kelly Finnegan
Copywriters Tom Ormes
Art director Kelly Finnegan
Production company The Sweet Shop
Director Paul Goldman
Post-production company The Mill
Exposure Television, cinema, online
Credits on print:
Copywriter Jonathan Cockett
Art director Subha Naidu
Production company Locate Productions
Photographer Simon Harsent
Re-toucher Cream Studios
Exposure Print, retail packaging, below-the-line
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