TIGER LIGHTS

TitleTIGER LIGHTS
BrandHEINEKEN ASIA PACIFIC
Product / ServiceTIGER BEER
CategoryB06. Promotional Items
EntrantDROGA5 SYDNEY, AUSTRALIA
Entrant Company DROGA5 SYDNEY, AUSTRALIA
Advertising Agency DROGA5 SYDNEY, AUSTRALIA

Credits

Name Company Position
David Nobay Droga5 Sydney Creative Chairman
Steve Coll Droga5 Sydney Executive Creative Director
Andrew Fergusson Droga5 Sydney Creative Director
Holly Alexander Droga5 Sydney Head of Content
Jess Boyd Droga5 Sydney Agency Producer
Michaela Futcher Droga5 Sydney Planner
Richard Sweetman Droga5 Sydney Business Director
Ylenia Marinos Droga5 Sydney Senior Business Manager
Matt Huynh Jackie Winter Illustrator
Simon Robson Sixty40 Creative Director
Dave Kelly Sixty40 Executive Producer
Yippeekiyay Yippeekiyay Production Design
Mei-Leng Wong Heineken Asia Pacific Tiger Brand Director
Cindy Lin Heineken Asia Pacific Tiger Communications Manager

Brief Explanation

We were asked to create point-of-purchase advertising that would appeal to our cool and sophisticated young Malaysian consumers, and strengthen our brand positioning of UNCAGE. And it also had to be something that trendy bars would want to put on display.

The Brief

As one of Asia’s leading beer brands, Tiger beer’s latest campaign is urging young people all across Asia to UNCAGE their lives. This positioning was launched all over Asia in a big TV campaign. But in Malaysia, alcohol advertising on TV is heavily restricted. Which makes brand awareness at point-of-purchase more important than ever for brands like Tiger Beer.

How the final design was conceived

To make Tiger Beer stand out, we decided to make it part of the furniture. And we created ‘Tiger Lights’ - Unique bar-top, and freestanding lamps that animate as you walk past. ‘Tiger Lights’ use a little known technique called ‘moiré animation’, which uses the bars of the cage to trick your mind into seeing a 5-framed looped animation from the static, underlying image. So as you move to the bar, the tiger moves with you. Giving anyone who walks past, an individual interaction. There was very little precedence for creating this effect in a 3D object with depth, so we tested many prototypes to find the optimal animation effect, while still maintaining the appearance of a cage. The lamps were inspired by the symbol of the cage and crafted in steel, with an illuminated light box in the centre. And the tiger was illustrated by celebrated artist Matt Huynh.

Indication of how successful the outcome was in the market

‘Tiger Lights’ were immediately impactful and stood out to our cool, creative, and savvy target audience. And the design had a clear and relevant link to our brand positioning of ‘UNCAGE’. We also created a piece of advertising that trendy bars in Malaysia wanted to display. And after a successful start, Tiger beer is looking at expanding the project to markets all across Asia.