| Title | TIGER TRADING CO. |
| Brand | HEINEKEN ASIA PACIFIC / TIGER BEER |
| Product / Service | TIGER BEER |
| Category | E03. Special Build |
| Entrant | MARCEL SYDNEY Walsh Bay, AUSTRALIA |
| Idea Creation | MARCEL SYDNEY Walsh Bay, AUSTRALIA |
| Media | STARCOM MEDIAVEST GROUP New York, USA |
| PR | CARE OF CHAN New York, USA |
| Production | HECKLER Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| David Nobay | Marcel Sydney | Chief Creative Officer |
| Scott Heubscher | Marcel Sydney | Executive Creative Director |
| Leslie Sharpe | Marcel Sydney | Senior Art Director |
| Gavin Chimes | Marcel Sydney | Senior Copywriter |
| Holly Alexander | Marcel Sydney | Head of Production |
| Ryan Bernal | Marcel Sydney | Director of Client Services |
| Alexandra Buckland | Marcel Sydney | Account Director |
| Knox Cassidy | Marcel Sydney | Account Manager |
| Iona McGregor | Marcel Sydney | Head of Strategy |
| Cathy Song | Marcel Sydney | Strategist |
| James Dive | Will O'Rourke | Design/Curator and Project Director |
| Michael Ritchie | Will O'Rourke | MD/ Executive Producer |
| Josh Mullens | Will O'Rourke | Executive Producer/ Head of Projects |
| Jasmin Helliar | Will O'Rourke | Producer |
| Sue Chan | Care of Chan | PR Director |
| Silvana Azzi Heras | Will O'Rourke | Curator/Designer |
| Thomas Ambrose | Will O'Rourke | Production Designer |
To challenge stereotypes of what ‘made-in-Asia’ means, Tiger Beer went to the heart of New York’s Canal Street - a place famous for Asian discount stores selling cheap Asian goods – and created the Tiger Trading Co, Chinatown’s most exclusive discount store. Our 118sqm floor was filled with thousands of clichéd dollar store products - everything Asian creativity and quality isn’t. The rest of the store was a showcase of the best Asian art, fashion, tech and design. Stocked with over 700 products, the items were sourced from Shanghai, Singapore, Tokyo, Hong Kong and Ho Chi Minh. Anyone could get access just by purchasing a Tiger Beer from nearby bars.