Tiger Beer celebrates creative talent in Uncaged campaign

Tiger Beer has launched a new campaign as an extension of its ‘Uncaged’ brand platform, celebrating creative talent.

Created by Marcel Sydney, the ad features graffiti artists, a violinist, a fashion designer, a rapper and dancers as the brand aims to demonstrate the importance of having creative courage. It will run in Asian markets.

‘You don’t know them yet but you will,’ a voiceover says at the conclusion of the ad.

Wesley Hawes, creative lead at Marcel Sydney, said the ‘Uncage’ brand platform has always been “powerful” for Tiger Beer as it shares the belief that “anybody can be a somebody”.

“The aim of the campaign is to give The Uncaged a platform to realise their potential and take their talents, ideas or passions to the next level.

“What I love most about the intent of this campaign, and where the crux of the creative idea came from, is that the Meis, Roxxxans, Huas and Joels of this world are more worthy of our attention than the Kardashians and Real Housewives of Wherever. The Uncaged are the people we should be following. The people we should be watching. Because they are the ones who are really going to change the world.”

The campaign will also share the stories of those featured in the ad on Tiger Beer’s website and social channels.


  • Client – Tiger Beer
  • Agency – Marcel Sydney
  • Directors – Dorian Lebherz & Daniel Titz
  • Director of Photography – Khalid Mohtaseb
  • Production Company – Academy Films
  • Executive Producer– Lizie Gower
  • Producer – Sara Cummins
  • Local Fixers – Unit Sofa
  • Editor – Shane Reid, Exile
  • Post Production – Electric Theatre Company
  • Editor Cutdowns – Andrew Holmes
  • Post Production Cutdowns – Heckler
  • Music Supervision – Anton Trailer Media
  • Music & Audio Production – Factory Sound

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