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. -- 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
