|Brand||HEINEKEN ASIA PACIFIC PTE. LTD.|
|Product / Service||TIGER BEER|
|Category||B02. Dimensional Mailings|
|Entrant||HEINEKEN ASIA PACIFIC Singapore, SINGAPORE|
|Idea Creation||MARCEL SYDNEY, AUSTRALIA|
|Media Placement||STARCOM London, UNITED KINGDOM|
|Media Placement 2||FLORA&FAUNAVISIONS Berlin, GERMANY|
|Media Placement 3||STARCOM Singapore, SINGAPORE|
|Media Placement 4||SPARK FOUNDRY New York, USA|
|Media Placement 5||CURIOUS FEW, HONG KONG|
|PR||EDELMAN SINGAPORE, SINGAPORE|
|PR 2||MSL HONG KONG Kwun Tong, HONG KONG|
|PR 3||OGILVY PUBLIC RELATIONS WORLDWIDE Singapore, SINGAPORE|
|PR 4||SCHRODER+SCHOMBS PR Berlin, GERMANY|
|PR 5||BRAYA New York, USA|
|Production||GOODOIL FILMS Sydney, AUSTRALIA|
|Production 2||HECKLER Sydney, AUSTRALIA|
|Production 3||SQUEAK E CLEAN PRODUCTIONS Los Angeles, USA|
|Additional Company||GRAVIKY LABS Bangalore, INDIA|
|David Nobay||Marcel Sydney||Founder / Creative Chairman|
|Scott Huebscher||Marcel Sydney||Executive Creative Director|
|Gavin Chimes||Marcel Sydney||Senior Copywriter|
|Leslie Sharpe||Marcel Sydney||Senior Art Director|
|Emmanuel Bougneres||Marcel Sydney||Head of Art|
|Michael Banayos||Marcel Sydney||Designer|
|Holly Alexander||Marcel Sydney||Head of Production|
|Anirudh Sharma||Graviky Labs||Creative Technologist|
|Chris Beghin||Marcel Sydney||Senior Print Producer|
|Simon Davis||Marcel Sydney||Senior Print Producer|
|Ryan Bernal||Marcel Sydney||Client Services Director|
|Alex Buckland||Marcel Sydney||Account Director|
|Iona Macgregor||Marcel Sydney||Chief Strategy Officer|
|Cathy Song||Marcel Sydney||Senior Planner|
|Knox Cassidy||Marcel Sydney||Account Manager|
|Osmond Go||Marcel Sydney||Account Manager|
|Toni Carter||Marcel Sydney||Traffic Manager|
Air-Ink takes what is suffocating the streets, air pollution, and repurposes it to make them beautiful again. It’s living proof of street-smart creativity, from the beer of the streets, for the streets. Beyond the technology, Air-Ink is a brand, a range of products, a creative community, and a campaign to celebrate the cultural power and vibrancy of the streets. As a creative idea, Air-Ink’s impact grows and changes depending on where it lives, and in whose hands. In the hands of artists, it can create thought-provoking pieces or simply beautify their street environments. In the hands of the rest of our conscientious demographic, it’s used to petition for change. This is not the end of the Air-Ink story. Tiger has handed the rights for the brand over to Graviky Labs, to give it the best chance during the next phases of lobbying on the road to its mass implementation.
We partnered with Anirudh Sharma, the inventor of the soot-converting technology, to develop devices that attached to exhausts of ferries, cranes and Tiger Beer delivery trucks. These captured pollution before it reached the air. The harvested carbon was purified and turned into safe, high-quality ink. Air-Ink pens and markers were given to street artists and activists, who used them to create art, murals and advertising in London, Hong Kong, Singapore, Chicago, Amsterdam, New York, Sydney and Berlin. To bring the story to the world, we created a short film, seeding it across key markets heavily affected by pollution. We drove conversation through community engagement, celebrating the innovation and answering questions - from artists, engineers and every-day consumers. Activations included billboard sites in city centres and gallery takeovers for live drawing events with members of the public and media. Air-Ink was also used to petition mayors to trial on public transport.
Of the top ten biggest global beers, Tiger is now the fastest growing premium beer in the world. Air-Ink is the brands most hard-working and broad-reaching campaign to date, accelerating the brand’s expansion into new markets and reinvigorating brand perceptions in Asia. In terms of reach, we generated over 2.75 Billion impressions (worth over 4.6M$ US) and over 36 million video views with this campaign. In terms of environmental impact, we have produced 770l of Air-Ink, that’s equivalent to 20,000 hours of CO2 emissions captured before reaching the air. We filled 26,000 pens used to create over 1000 artworks. These artworks will be showcased in Tiger Beer bars as global gallery installation in 2018.
Air-Ink reinvents Ink, one of man’s oldest communication tools. It also creates its own earned media every time it’s used by street artists and activists to whom it’s given. With over 2.1 Billion earned media impressions it has fuelled global conversation around accessible ways to address pollution and established Tiger beer as a committed, sustainable partner for its outlets as well as end consumers and creative key opinion leaders. In short, a new type of communication act, invented with and for a new generation of beer drinkers, by the fastest growing beer in the world.
In order to reach our audience and strengthen Tiger’s street credentials we needed to grow their fame amongst the influential, but hard to reach, street-creativity scene. We did this by making something both useful and inspiring. The Air-Ink brand name, positioning, product range and distribution strategy were specifically designed to engage street-artists. They were then invited to experiment with Air-Ink to participate in core activations and events. Locations and artists were carefully selected for their shared values with Tiger Beer as well as their influence within their creative community. These people served as key opinion leaders and ambassadors for the campaign. In line with this “streets-up” approach, influencer and consumer voices came together in bars to petition local governments to take Air-Ink to the next level.