The latest edition of Tiger Beer’s Street Football campaign saw the tournament kick off in Vietnam yesterday, this time with the backing of former England and Manchester United star Rio Ferdinand.
The campaign film launching the tournament, whose final will be play on a specially made pitch in Ho Chi Minh City against Ferdinand’s team of legends, evokes the classic theme of ‘football as epic’. Arcade Singapore puts together a well stylised, rapid clip-show of kicks, tricks, maniacal cheering, joyful athleticism and serious-face man-pain-brooding.
In fact, not a single woman features throughout the 60-second video, which at a time when women’s football has never been bigger globally, is a seriously disappointing miskick.
Alongside the tournament itself is a social campaign where Ferdinand fans can get some limited edition merch (obviously from his clothing brand), co-designed by Singapore street artist Jahan Loh, a nice touch in maintaining the campaign’s Asian street theme.
There's also an accompanying Rio Ferdinand origin story video, which being shot on the streets of South London feels somewhat detached from the streets of Vietnam. But street football is universal, Ad Nut supposes the message is meant to be.
Tiger continues to build its equity in the Asian football space with each new tournament, and the brand has decent form for long-term brand-building campaigns, something too many marketers are accused of foregoing these days.
Venus Teoh, director international brand
Andre Koo, global marketing manager
Matt Cullen & Gary Tranter, executive creative directors
Rudy Zulkifly, associate creative director & copywriter
Liam Annis, senior art director
Jarryl Lee, art director
Keith Chang & Irene Gan, broadcast producers
Michelle O’Brien, planner
Angelina Tan, group account director
Hayden Tay, account manager
Vanessa Liu, account executive
Louiza Joseph, project manager
Carole Domange, business affairs
Key visual production:
Geoff Ang, director of photography
David Chan, executive producer
Dave Singh & Ting Lee Hwee, editors
Christoph Chrudimak, director
Wutthitrai & Thomas Wilder, directors of photography
Pallop, production designer
Farah and Dane, producers
Khoo Peng Tein, executive producer
Damian Waddell, sound designer/mixer
Lindsay Jehan, artist
Gerard Fitzgerald, additional music production & arrangement
The Quiet Lab
Jessie Chang & Andrew Koh, VFX supervisors
Eugene Tan, 2D team
Colin Foo, 3D lead
The Quiet Lab, 3D team
Corey Spykerman & Albert Goo, telecines
Victor Tan, producer
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