THE UNCAGED

TitleTHE UNCAGED
BrandHEINEKEN ASIA PACIFIC PTE. LTD.
Product / ServiceTIGER BEER
CategoryA01. Food & Drink
EntrantMARCEL 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

Credits

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

Brief Explanation

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.

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