Y&R plan the perfect party with Tiger Beer

Y&R has launched its latest campaign for Tiger Beer entitled ‘Tiger Beer Heist’.  Created by Y&R Malaysia for Asia Pacific Breweries and being rolled out in key markets across Asia, the campaign reveals Tiger’s new brand proposition of a winning mindset – telling the story of a man who knows what he wants and how to get it.  ‘Tiger Beer Heist’ is centred around a new TVC which sees a group of party goers plan the perfect entrance to start the perfect party.

VIEW THE SPOT:  Heist TVC.wmv

For ‘Heist’, an actual 8-ton truck was lifted against the largest green screen ever commissioned by the directors. A 100-strong crew made sure the vehicle didn’t drop, birds or other objects didn’t fly into it and that everything went smoothly. The New York style apartment in the TVC was built from ground up.

The objective of the film was to plant and reinforce Tiger Beer’s new brand message. The TVC signs off with the line, “Here’s to Tiger Time” along with a new template which will appear across all touch points.

The campaign also uses print, in-bar, on-ground and in-store activation.  

Talking about the campaign, Edward Ong, Chief Creative Officer, Y&R Malaysia said, “This was our first project with Tiger after winning the regional business. Together with our producer in New York, we contacted several directors. Traktor picked up the call – the same group twice named the most award-winning commercial directors in the world.  Traktor brought in DoP Tim Maurice Jones, whose work includes Guy Ritchie’s Snatch, Revolver, Lock Stock & Two Smoking Barrels, and music videos for the likes of Madonna and Fat Boy Slim.. He was also the cameraman, and handled the machine as if it was part of his body. The guys went through our scripts like a tornado in small town. Nothing was sacred. The team had many great ideas and brought the work to a whole new level. Of course, the idea of the truck being lifted was all Mun’s and looking at the board today – I still think it’s a great way to start a party.”

Edmond Neo, APBL Group Commercial Director said,”We’re excited about the direction Y&R is taking. The platform of ‘Here’s to Tiger Time’ is a great way to move the brand forward. ‘Heist’ was an idea which stood out all the way, and the guys really took it to next level. The print campaign, launched simultaneously, strengthens our key proposition, and can be seen across the markets in our region.”

Campaign credits:

Directors – Traktor

Production house – Partizan

Creative team – Edward Ong, Mun Tuck Wai and Gigi Lee

Producer – Lora Schulson

Planner – Hari Ramanathan

Account team- Annie Boo, Michelle Tan and Nikhil Joshi

Media agency: N/A