Title | TIGER LIGHTS |
Brand | HEINEKEN ASIA PACIFIC |
Product / Service | TIGER BEER |
Category | B06. Promotional Items |
Entrant | DROGA5 SYDNEY, AUSTRALIA |
Entrant Company | DROGA5 SYDNEY, AUSTRALIA |
Advertising Agency | DROGA5 SYDNEY, AUSTRALIA |
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 |
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.
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.
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.
‘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.