The brief:
Tiger Beer is a growth engine for Heineken and in early 2016, it was chosen as one of ten brands within the Heineken portfolio to go global. The ambition was for Tiger to become the world’s number one Asian beer, as well as the first Asian global youth culture brand.
To do this, Tiger needed a global launch idea that would give them global reach and PR.
Our challenge:
For years in its home markets in Asia, Tiger has inspired Asian Millennials to challenge conventions and to achieve their dreams. The brand heroed young people who’d transcended family and societal expectations to become artists, creatives or entrepreneurs. Although hugely successful in Asia, this territory felt too generic for a global audience. If we wanted mass PR, we needed to be provocative while remaining true to ourselves.
The strategic solution: Excavating Tiger’s roots
From an Asian brand to an Asian street brand:
The more we learned about Tiger, the more we saw that Tiger’s origin isn’t just Asia, it’s the streets of Asia: 62% of Tiger sales come from exposed street venues.
Whereas Asia is an enormous, diverse entity – Asia’s streets tend to share a lot in common: They’re gritty, unexpected, filled with diverse people, and delicious food. Plus, there’s there’s usually a Tiger Beer on every corner. By delving deeper and being more specific about our origin story, we discovered a rich canvas for creativity. What’s more, we knew that calling ourselves a street brand was an instant shortcut to global relevance and cool.
From the streets for the streets:
For a brand born from a place with this much substance, energy and gritty realness, we knew a traditional brand film wasn’t enough. We intended to announce our arrival through action. What’s more, we felt strongly that it wasn’t enough for us to just be cool for cool’s sake. Whatever action we took had to have positive impact. Naturally, we focused that impact on the very place that'd nurtured and made us who we are: Our streets.
The idea:
Air pollution is a global problem, especially in Asia where extreme levels of C02 are driving people indoors. So, as a proud supporter of street culture and sustainability, Tiger created Air-Ink™, the first ink made from air pollution.
We created a range of Air-Ink™ products and launched it in Hong Kong using street artists to create murals all over the city. Six months later, we took the idea to the global stage with campaigns in London, New York, Singapore, Berlin, Amsterdam, Chicago and Sydney.
Results:
1000+ artworks created
36 Million videos views
$4.6 million USD earned media
770L air-ink produced
20,000 hours C02 captured
Press: CNN, Fast Co, Creativity, Creators Project, Branding Magazine, Business Insider, Adweek, Gizmodo, Design Taxi, Campaign, Sustainable Brands, Inhabitat, Design Boom, Wired
Awards
Cannes Lions Gold: Outdoor
Cannes Lions Silver: Product Design
Cannes Lions Finalist: Innovation
D&AD Graphite Pencil: Creativity for Good
D&AD Wood Pencil: Packaging Design
D&AD Impact Graphite: Env. & Sustainability
Spikes Gold: Innovation
Spikes Bronze: Integrated Outdoor
Spikes Bronze: Posters
AWARD Silver: Integrated Design
Edison Award: Bronze
Cooper Hewitt Smithsonian Design Museum Exhibit
Beazly Design of the Year - London Design Museum