SINGAPORE – Tiger Beer, the number-one international premium beer from Asia, has launched ‘The Brewery, uncaged’ – a retro modernist campaign that dramatises Tiger Beer’s world-class brewing process, quality ingredients and the attitude that goes into every bottle of Tiger Beer, which is enjoyed in more than 60 countries.
The campaign produced by Le Pub APAC doubles down on the 80s nostalgia that is trending again among Gen Z. Bold, simple, sometimes over-the-top but also somewhat familiar, ‘The Brewery, uncaged’ is steeped in cues from that iconic decade but with a modern layer to the styling and music.
Set in an unconventional Tiger Brewery against an iconic ‘Eye of the Tiger’ track, it follows the journey of a unique sort of Quality Assurance employee, full of style and swag.
As this “Tiger Brewer” goes from room to room, we see the brewing process in a hyper-stylised and eclectic way, from a band that plays music to Tiger Beer’s malt and hops – happy plants for the best brew – to an epic ice chamber. From the brewery, the beer (with a tiger still roaring inside) enters a portal to reach its final destination: the hands of consumers in over 60 countries across the globe, wrapping up with the message ‘Brewed with boldness, Globally acclaimed’.
Tiger Beer has also reinvented and modernised the classic “Eye of the Tiger” track with a rap from Mega Ran, a globally renowned DJ, rapper and producer. Famous for fusing hip hop and gaming and for his endearing ‘nerdcore’ lyrics, Mega Ran’s songs have debuted on the Billboard Top 200 and trended on Reddit, and he’s performed everywhere from SXSW to Nerdapalooza.
“Explaining what makes a great beer can be a generic and boring story that’s not very exciting for most consumers. But there is boldness rooted in Tiger Beer’s attitude – since 1932, we’ve been unstoppably bold, challenging the odds as a beer that was not supposed to exist in the tropics and is now a winner of global awards, conquering 60 markets and counting. ‘The Brewery’ dramatises Tiger Beer’s attitude towards perfecting our brew in the boldest possible way, with a reinvented soundtrack to match,” explained Sean O’Donnell, Global Brand Director at Tiger Beer.
Cyril Louis, APAC Executive Creative Director at LePub, added, “From the first shot, it’s clear this is not a typical beer commercial; it’s all designed to entertain a new generation. A mix of styles takes elements of the past mixed with today’s culture to create something unique and
entertaining while showcasing the Tiger brewing process, quality ingredients, and award- winning credentials.”
“The Brewery” is part of the latest 360 credentials campaign from Tiger Beer, which will run in all Tiger markets globally across TV, print, digital and online channels.
CREDITS
TIGER BEER – The HEINEKEN Company
• Sean O’Donnell – Global Brand Director, Tiger®
• Melissa Teoh – Global Marketing Manager, Communications & Digital, Tiger®
• Willem van den Wijngaart – Global Marketing Manager, Strategy, Market & Channel,
Tiger®
• Faye Wee – Global Marketing Manager, Innovation, Design, Experiential & Partnerships,
Tiger®
LE PUB APAC
• Bruno Bertelli – CEO Le Pub Amsterdam, Global CCO Publicis Worldwide & Global CCO Publicis Groupe Italy
• Cyril Louis – APAC Executive Creative Director, Le Pub APAC
• Ivan Loos – Creative Director, Le Pub APAC
• Diego Barboza – Associate Creative Director, Le Pub APAC
• Henrique Lamenha – Associate Creative Director, Le Pub APAC
• Andrew Nicholas Yap – Art Director, Le Pub APAC
• William Walter Watters, Freelance Art Director, Le Pub APAC
• Prema Alexander – Planning Director, Le Pub APAC
• Hanh Kanssen – General Manager, Le Pub APAC
• Angelina Tan – Business Director, Le Pub APAC
• Kinzah Iqbal – Senior Account Manager, Le Pub APAC
• Vanessa Liu – Senior Account Manager, Le Pub APAC
• Jing Wei Goh – Senior Account Executive, Le Pub APAC
• Anita Toh – Senior Integrated Producer, Le Pub APAC
• Shalom Wong – Senior Project Manager, Le Pub APAC
Production; Key Visuals
• Photographer – Jean Yves Lemoigne ( Katapolt )
• Executive Producer – Adrian Appel ( Katapolt )
• Producer – Suwanee Suwansaengroj / Olive ( Chamniseye )
• Producer – Ratanasukan Pibulpanuwat / Kiss ( Chamniseye )
• Digital Retoucher – Adrien Benard
• Digital Imaging – Miracle Factory Singapore
Production; Film
• Production Company – Seven Sunday Films
• Film Director – James F. Coton
• Executive Producer – Afeeq Nadzrin
• Producer – Selvi Cahyani
• Assistant To Director – Rodney Louis Vincent
• Line Producer – Giovanni Suteja
• Post-Producer – Yandani Wijaya
• Production Assistant – Jesslyn Bernaidi, Kevin Kevriando & Nada Leo Prakasa
• DOP – Mathias Penachino
• Production Designer – Luccie Libotte
• Art Director – Thor
• 1st AD – Pattaris Isumrunrut
• Wardrobe Stylist – Mae Petcharat
Post Production; Film
• Offline Editor – Reggie Jocom
• Colourist – Arthur Paux
• Post Production – SEED VFX
• VFX Supervisor – Romain Bourzeix, Fabienne Velleine & Mathis Deschamps
• Online Flame Designer – Pawan Sanjaya
• Audio Post – BMM Network
• Audio Producer – Joseph Petitpain
• Original Composition Composer – Survivor, Victor Verpillat, Yann Bargain
• Sound Designer Engineer – Samuel Jurkovic
• Music Rapper – Mega Ran
Post Production; Social
• Post Production – Kraftw5rkz Pte Ltd
• Post Producer – Bernard Tay
• Editor – Neo Rui Xin
