Client: Asia Pacific Breweries Singapore
Agency: BBDO Singapore
Campaign Scope: Digital, online video, commemorative beer cans
Details: To commemorate Singapore's 50th anniversary, the Tiger Beer and BBDO crafted the myth of an aged wooden crate, filled with 'old' Tiger bottles, cans and artefacts from the 1960s, that has been recently discovered. From this crate comes the first of a two mockumentaries with the intent of sparking conversations around the nation's heritage. The first one (embedded above), details the creation of Singapore's favourite dish, Chicken Rice. Hint: It involves a plague of chickens. The second instalment will be released ina few weeks. The brand will also be releasing limited-edition adaptations of its classic 1965 theme in cans, pints and bottle format to celebrate the Golden Jubilee.
Press release quote: Rene de Monchy, head of marketing for Asia Pacific Breweries Singapore, commented, “Tiger Beer has been an intrinsic part of the Singapore identity and culture since its inception in 1932. As we celebrate the nation’s 50th birthday, we want Singaporeans to celebrate another great thing which was born in 1965—the first Tiger Beer can. With our light-hearted campaign, Tiger aims to inspire Singaporeans to uncage their creativity and think about the origins and backstories behind some social peculiarities that have given Singapore its distinctive identity, in a fun way.”
Campaign Asia-Pacific's comment: We enjoyed the humour, the cheeky take on the nation's favourite dish and the vintage feel of the campaign. The faked up newspaper clippings found in the box is also a nice touch that links Tiger Beer to the nation's past. We are however sorry to note that there are only two of these entertaining videos to look forward to.
ECD: Primus Nair
Copywriter: Nikhil Panjwani, Luke Somasundram
Art Director: Gary Lim, Jing Qiu
Account Director: Fiona Huang Yi Qin, Joe Braithwaite, Adeline Kwek
Agency Producer: Ann May Chua
Traffic / Art Buyer: Amanda Wu