Iris Singapore and Chang Beer have launched the second iteration of the brand's Urban Pulse platform, with a 10-minute Vice documentary featuring Vietmax (billed as the "originator of Vietnamese hip hop") and associated artists Wowy, Ha Le, DJ Slowz and SubyOne.
The film (above) debuted Friday. The initiative also includes a series of five music events in Vietnam, curated by Vietmax and friends, as well as a five fashion collections that will be available for sale online and in select stores.
The brand said the platform aims to bring to life Chang Beer’s philosophy of emphasising small details in the pursuit of perfection.
Shawn Foo, deputy creative director at Iris:
Whilst everyone is looking to the west, a new breed of artist is emerging from the east. Performers that aren’t hustling our feeds with cheap stunts. But true creatives who have had to fight censorship, stereotypes and cultural biases to stay true to their craft and are now getting the fame that they deserve.
Client: Chang Beer
Global Head of Marketing: Ronnie Teo
Regional Marketing Manager: Kenny Tang
Agency: Iris Singapore
Executive Creative Director: Ed Cheong
Deputy Creative Director: Shawn Foo
Senior Creative: Royston Ang
Creative: Cassandra Sim
Creative: Dominic Ho
Senior Planner: James Honda-Pinder
Regional CEO: Luke Nathans
Account Director: Stephen Moran
Associate Account Director: Cheryl Cheong
Executive Producer: Tasmin Vosloo
Director: Jonathan Lim
Production House: Vice