Iris launch Tiger Beer Street Football campaign

iris Singapore has been appointed by Tiger Beer for Tiger Street Football’s integrated regional campaign. Tiger Street Football is a six-month long international street football tournament launched by Asia Pacific Breweries Limited in partnership with ESPN STAR Sports’ Event Management arm, with its rich experience in organizing large-scale sporting events across the region and will be telecasted live on ESPN STAR Sports across its network in Asia.

The campaign is themed around the idea of a unique football ‘carnival’ event, which will see the best local and overseas football talent go head to head in street football matches in their own country before going on to compete internationally. A series of 30-second ads bring to life challenges of playing football on the street in a humourous, tongue-in-cheek manner. Teams from across Singapore, Thailand, Malaysia, China and Vietnam will compete at national level in a Tiger Street Football event before going through a selection process to play in a two-day international tournament, where the winning team will win USD30,000. Five teams will go on to play in the Grand Final in Kuala Lumpur.

Mr Edmond Neo, Director,Group Commercial, Asia Pacific Breweries Limited, said: “Tiger Beer has always thrived on delivering the best ‘live’ football action to consumers. Now, with Tiger Street Football kicking off across Asia, we hope to bring to fans a new and exciting dimension to the Tiger Beer football experience. With a faster pace and constant play format, Tiger Street Football will make the sport more engaging and accessible by bringing ‘live’ action to the streets. We want fans to be able to play with the best around the world and enjoy an unparalleled viewing experience.”

Tom Ormes, creative director of iris’ Singapore, said: “We wanted to deliver an integrated regional creative campaign for Tiger Street Football that is different and engages the audiences. Tiger Street Football is not just about big international football, it appeals to the football fan that revels in the fundamental joy of street football. Creatively, we came up with a multi-faceted campaign that holds its own on a world stage – exactly the way Tiger Beer is held in high regard around the world.

Besides developing the creative concept for Tiger Street Football, iris has been responsible for  Tiger Beer’s earlier football creative campaigns including Project Goal (Last Tiger) and Project Striker (Campaign developed for BPL season 2010/2011).