The Campaign

Cheap fake tank tops doesn't exactly say craft and value. For Chang Beer to gain a legit reputation that it deserves outside of Thailand, we had to fight fire with fire. So we created the first official fashion line for the beer brand. Drawing from the creative energy rising in Asia, we collaborated with the region’s urban artists to design a capsule collection that draws inspiration from Chang's shared values about craft and kinship. The designer pieces became the new platform for Chang to connect with young and trendy drinkers in Hong Kong and Vietnam, through branded content produced by street credible platforms - HypeBeast and Vice. With the official capsule collections dropping in trendy clubs across Hong Kong and Vietnam, effectively raising Chang’s true street cred.

The Brief

Confidential information that the client has not authorised agency to share.

Creative Execution

To convince trendy young drinkers outside of Thailand that Chang is all about craft, we countered Chang’s infamous fashion credentials, those cheap unofficial tank tops found in the backstreets and rustic beaches of Thailand, by creating a fashion collection with street value that could not be bargained. Drawing from the creative energy rising in Asia, we collaborated with the region’s urban artists to start a new fashion label. We launched the collection through: Looking through a wider cultural lens, we commissioned documentaries with both Vice (in Vietnam) and Hypebeast (in Hong Kong), focusing on the roots of the kinship that led to this fashion colloboration Bringing an interactive celebration to the people, we created a series of bespoke performance events across both markets, that became a physical fashion drop – launching the collections through collaborative performances, live stunts and surprise album drops.

Describe the success of the promotion with both client and consumer including some quantifiable results

KPI 1 Street-selling to streetwear We listed with key independent streetwear retailers in both markets KPI 2 Bottom rung to top shelf The campaign not only helped to increase merchandise value by 468% (SGD6.21 to SGD35.29), but positioned Chang as a brand that offered instant street cred KPI 3 Creating desire while moving upmarket 50% of the collections were sold within the first few days of launch KPI 4 Making the collection famous through PR value and reach PR Value Hong Kong - $437,961.45 Vietnam - $119,701.69 Trade- $540,000 SUBTOTAL - $1,097,663.14 PR Reach Hong Kong - 2,516,578 Vietnam - 6,489,478 Trade - 3,550,014 SUBTOTAL - 12,556,070

Explain why the method of promotion was most relevant to the product or service

To convince trendy young drinkers outside of Thailand that Chang is all about craft, our campaign had to counter Chang’s infamous fashion credentials, those iconic but cheap unofficial tank tops found in the backstreets and rustic beaches of Thailand. By fighting fire with fire, the beer brand created its first official fashion line. Designed by local craftsmen with plenty of street cred, we activated Chang's official capsule collections at leading clubs across Hong Kong & Vietnam. As the trendy came out in full force to get their hands on the summer collection made by a Thai Beer Brand.

Young and trendy drinkers outside of Thailand do not perceive its national beer to be about craft. Made worse by a category already flooded with independent craft beers. The last thing that they wanted to see is probably another brand boring them with details of how the beer is brewed with the finest ingredients and love. So to launch Chang Beer in Hong Kong and Vietnam, this outsider had to leverage upon another craft that the audience admired - Hip Hop and its influence on street fashion. By fusing the shared ethos of craftsmanship between Chang Beer and renowned local hip hop artistes, the creation of an official fashion label by the beer brand was used to capture the hearts and minds of a previously indifferent audience. Even the use of production and media partners were meticulously planned as premier street credible platforms HypeBeast & Vice were enlisted.