Tiger Beer launches new pan-Asia campaign through Droga5 Sydney

Tiger Beer has unveiled its new regional ad campaign launching in 25 territories in Asia Pacific, its first work since hiring Droga5 Sydney to their creative account.

The brand has unveiled three new spots based around the theme ‘Tiger Uncage’, created for the Asia-Pacific region by the Droga5 team in Sydney, in a bid to make the brand synonymous with the pan-Asia region.

They feature China-born tattoo artist Joey Pang, Singaporean director Anthony Chen and New York-born Asia-based stuntman Charlie Ruedpokanon who are all ‘uncaged heroes’.

Tiger global brand director at Heineken Asia Pacific Mie-Leng Wong said in a statement: “Tiger is a brand that was created and cultivated in Asia. With ‘Tiger Uncage’ we aim to make everyone take notice of the incredible talent, creativity and passion that is now coming out of Asia.”

Droga in the US does work for Heineken for the Newcastle Brown Ale account, while the Sydney office started working on the campaign in October.


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