Babar Khan Javed
Mar 29, 2018

Tiger Beer champions emerging Asian talent

Brand continues its 'uncaged' theme with a 13-market campaign through Marcel Sydney.

Tiger Beer champions emerging Asian talent

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


Related Articles

Just Published

8 hours ago

Agency of the Year 2022

See the full list of winners for markets including APAC, Southeast Asia, ANZ, South Asia, and Japan/Korea.

8 hours ago

Agency of the Year 2022 winners: Southeast Asia

See the shortlist for the Southeast Asia region in the 2022 Campaign Asia-Pacific Agency of the Year awards.

9 hours ago

Agency of the Year 2022 winners: Australia/New Zealand

See the winners for the ANZ categories in the 2022 Campaign Asia-Pacific Agency of the Year awards.

9 hours ago

Howatson+Company and Special Group dominate AOY ...

Ogilvy wins Gold for Australia Creative Agency of the Year while Special Group performs well in both markets. But it's independent agency Howatson+Company that picks up the most Golds overall.