Led by Leo Burnett, the multi-million dollar venture dramatises the beer's 75-year journey through a cliffhanging saga and epic cinematography. Tiger has already debuted two episodes of the five-part series through an Arc-created website and on Singapore terrestrial TV.
"The brand has done really well, but we don't feel that in Asia it's realised it's full potential," said Linda Locke, Burnett's Asia-Pacific ECD.
"This allowed us the chance to break through the glass ceiling and show that it is possible for an Asian beer to be world-class."
Blending fact with fiction, the short film weaves a story of 10 'beer guardians' who protect the beer's integrity from a prying cartel. Spanning 75 years and four countries, the film also plugs Tiger's slate of international awards and finer historical moments.
Locke collaborated with Oscar-winning director John Seale and Hollywood director Derin Seale for the nine-month project. The storyboard was conceptualised by Burnett's Sydney office, following a global, internal Burnett pitch. "Essentially, the film underscores Tiger's history, commitment to quality and our tradition of developing blockbuster brand campaigns," said Les Buckley, director, group commercial, Asia Pacific Breweries.
The film follows last year's high-profile, US$1.5 million Jessica Alba spot produced by local incumbent, BBDO, which is currently battling BBH and David to retain its grip on the account.
