Tiger ROAR: YŪKI Edition – Case Study Video – FESCH.TV

FESCH.TV INFORMIERT:

How can Tiger Beer, a Singapore born-and-bred brand, enter Japan – a market notoriously hard for foreign beers to break into?

Instead of using celebrities like most domestic Japanese brands, we championed real people on the ground.

Real talents who possessed the courage (or „YŪKI“, in Japanese) to defy the odds. We gave them a unique platform from which to UNCAGE and shine.

Within 4 days, we brought 10 unconventional talents from Singapore and Japan together, in a celebration of food, art and music like never before.

Featuring live collaborations, unique street food menu, exclusive beer, fashion merchandise and latest innovations.

All designed to give Japanese consumers an unforgettable taste of Tiger Beer, and the country it came from.

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Client: HEINEKEN Asia Pacific Beverages

Agency: GOVT Singapore
Executive Creative Director: Aaron Koh
Creative Director: Kevin Poh
Group Head: Zac Tan
Art Director: Joan Chong
Copywriter: Nicole Sze
Business Director: Leon Lai
Account Manager: Yilin Goh
Senior Account Executive: Christine Tsai
Account Executive: Nicole Lim

Production House: 2117.co
DoP: Nicholas Chin & Abu Huzaifah
Camera Assistants: Skaiste Kazragyte & Meor Nazrin
Producer and Director: Nicholas Chin
Post-Production: 2117.co