‘These are our streets, this is our beer’: Asia’s street food culture honoured in global ad for Tiger Beer

Droga5 Sydney is behind a global commercial for Tiger Beer that positions the iconic brew as part of Asia’s street food culture.

“This is our wok. This is our food. These are our streets. This is our beer,” says the narrator in a 60-second ad, which was shot in three different countries over 10 days by production company The Sweet Shop.

The ad, which is to run first in APAC before rolling out globally, is the latest incarnation of Tiger Beer’s ‘Uncaged’ campaign, which the now-defunct Droga5 created in 2014. The idea behind the campaign is that Tiger releases men from their inhibitions.

“This project was all about elevating the everyday life of Asia’s street woks to somewhere a bit magical. Sega’s cunning Spanish eye delivered just that,” said David Nobay, former creative chairman at Droga5 Sydney, and now creative chairman of Marcel Sydney, referring to the director of the spot.

Sega noted: “The team were very open to exploring and adding new ideas and I’ve never had so much great footage for an edit. I personally loved the copy. To me, it’s the crucial element of the commercial.”

Wilf Sweetland, managing partner of The Sweet Shop, added: “This spot was the perfect collaboration between a great agency, a brave client, an incredible director, and amazing crews, composers and editors. Produced through our Australian and Asian global network offices it ran like a jazz piece, every part of the production worked off one another, shifting and changing, until a groove was found and a truly spectacular film was created.”

The commercial breaks as Tiger Beer is running a global digital campaign, devised by The Secret Little Agency, to get the world involved with Chinese New Year by coming up with their version of a traditional CNY greeting.


Client: Heineken Asia Pacific
Product: Tiger Beer
Agency: Droga5, Sydney
Creative Chairman: David Nobay
Creative Director: Andy Fergusson
Copy Writer: Gavin Chimes
Art Director: Tommy Cehak
Senior Business Director: Richard Sweetman
Senior Strategist – Michaela Futcher
Head Of Content: Holly Alexander

Production Company: The Sweet Shop
Director: SEGA
Executive Producer: Wilf Sweetland/Edward Pontifex/Daniel Ho
DOP: Pedro Del Ray
Art Director: Jimmy Bong (KL), Darren Lovejoy (Vietnam), James Page (Singapore)
Editor & Company: Andrew Holmes / Offline Editor, Joe Morris / Offline Editor (30 Sec) C/O Heckler
Post Production & City: Heckler / Sydney
Sound Design/Remix: Song Zu Singapore


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