Citing its commitment to championing emerging Asian talent, Tiger Beer has launched a campaign that aims to build a community of 'The Uncaged'.
Spread across 13 markets, the campaign features young creative people whose bold approach to their craft serves a social cause, according to the brand and its agency.
"What I love most about the intent of this campaign, and where the crux of the creative idea came from, is that the Meis, Roxxxans, Huas, and Joels of this world are more worthy of our attention than the Kardashians and Real Housewives of wherever," said Wesley Hawes, deputy ECD at Marcel Sydney. "The uncaged are the people we should be following."
The Heineken-owned brand believes this is important in a region where parents often discourage creative pursuits.
"Millennials make up more than a quarter of Asia’s population and a closer look at how they relate to brands showed that Uncage was especially relevant in the context of this generation’s media landscape," said Jeremy Beadles, regional corporate affairs director of Tiger Beer at Heineken Asia Pacific. "There’s a sense that an individual’s true potential and impact is simply not reflected by mainstream media or even social media rankings."
Launched on 27 March, the campaign has featured the creatives' stories on a campaign site and social media. Local market activations slated to take place in Taiwan, the US, Malaysia, Singapore, Japan, Korea, Myanmar, Mongolia, Canada, Thailand, Cambodia, Germany, and New Zealand, will also serve to discover new talent to be featured in the campaign. This will be followed by a global event in September at Benedetto Marcello Conservatory of Music in Venice.
Production Company: Academy Films
Directors: Dorian Lebherz and Daniel Titz
Director of Photography: Khalid Mohtaseb
Producer: Sara Cummins
Executive Producer: Lizie Gower