BREWED BY THE SUN - BREWMASTER/BRIGHT IDEA

TitleBREWED BY THE SUN - BREWMASTER/BRIGHT IDEA
BrandASIA PACIFIC BREWERIES SINGAPORE
Product / ServiceTIGER BEER
CategoryD02. Point of Sales, Consumer Touchpoints & In-store Collateral
EntrantBBDO ASIA Singapore, SINGAPORE
Idea Creation BBDO ASIA Singapore, SINGAPORE

Credits

Name Company Position
Primus Nair BBDO Singapore Executive Creative Director
Kittisak Poonnotok BBDO Singapore Associate Creative Director
Kittisak Poonnotok BBDO Singapore Senior Art Director
Tan Zi Wei BBDO Singapore Senior Art Director
Christie Way BBDO Singapore Senior Art Director
Jing Qiu BBDO Singapore Art Director
Mark Ibaviosa BBDO Singapore Senior Copywriter
Luke Somasundram BBDO Singapore Copywriter
Shanghao Chen BBDO Singapore Copywriter
Fiona Huang BBDO Singapore Account Director
Ariel Lee BBDO Singapore Account Director
Michelle Tan BBDO Singapore Account Director
Kelly Togashi BBDO Singapore Planner
Betty Yeo BBDO Singapore Producer

The Campaign

The idea was to take the same solar energy used to brew the beer and use it to create its advertising. From a design perspective, the idea was brought to life using pyrography, the art of burning wood using the sun’s rays.

Creative Execution

To bring communicate the message and bring the idea to life, we collaborated with local artist Swell. Using the sun and a magnifying glass, the artist burned each design on wooden boards. Designed for and exhibited in Tiger’s very own bar, the Tiger Tavern, each informed drinkers that their favourite beer, just like its ads, is made using solar energy.

Indication of how successful the outcome was in the market

As the designs were hung on the Tiger Tavern, each and every person who took the Tiger Factory Tour was exposed to the pieces. The brief was to communicate the message that Tiger Beer was now brewed using solar energy, and on this account, customers at the Tiger Tavern made the connection based on our pyrography pieces.