Title | THE UNCAGED |
Brand | HEINEKEN ASIA PACIFIC PTE. LTD. |
Product / Service | TIGER BEER |
Category | A03. Casting |
Entrant | MARCEL SYDNEY, AUSTRALIA |
Idea Creation | MARCEL SYDNEY, AUSTRALIA |
Media Placement | PHD Auckland, NEW ZEALAND |
PR | OGILVY SINGAPORE, SINGAPORE |
Production | ACADEMY FILMS London, UNITED KINGDOM |
Production 2 | EXILE Santa Monica, USA |
Production 3 | ELECTRIC THEATRE COLLECTIVE London, UNITED KINGDOM |
Production 4 | FACTORY London, UNITED KINGDOM |
Production 5 | HECKLER Sydney, AUSTRALIA |
Additional Company | ARC Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Wesley Hawes | Marcel Sydney | Executive Creative Director |
Scott Huebscher | Marcel Sydney | Executive Creative Director |
Iona Macgregor | Marcel Sydney | Chief Strategy Officer |
Cathy Song | Marcel Sydney | Senior Planner |
Holly Alexander | Marcel Sydney | Head of Production |
Ryan Bernal | Marcel Sydney | Managing Director |
Our story begins with a collective of young people intruding on society. It depicts real people from the streets, as menaces, thieves, intruders, in an attempt to mislead the audience. We see the public’s negative reaction to their appearances. The tension builds as each member of our collective reaches a pinnacle moment in their journey. But rather than go down and follow the avenue the viewer expects, we reveal the talents, passions and ideas of our collective we call ‘The Uncaged’. We hero Mei Segev, a violinist who brings hope to disaster zones; All-In, a dance crew that helps youths get out of gangs and into dance; and Hua Tunan, the artist who paints tigers to help save wild tigers. The film ends with our collective of real artists, dancers, musicians, tech entrepreneurs, chefs, staring down the camera. You don’t know them yet. But you will.
They must be innovators. They must be gamechangers. They must have a compelling back story worthy of being told on film. They must be changing the world for the better with their craft. They must never have worked with a global brand before. They must have genuine street cred. They must be over 25 and resonate with audiences in Asia, even if they are not from Asia. But noone should ever have heard of them. To launch the Tiger Beer brand globally we were asked to find 6 ambassadors who fit this criteria. No easy task considering we were looking for talent who, while changing the world have also remained unknown. Yet, after months of searching and weeks of reviewing over 150 candidate videos we uncovered our real life Uncaged talent – Hua Tunan, Mei Segev, Allin Dance Crew, Roxxxan, Daisy Harris and Willin Low.