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Tiger unveils first film made on beer coasters in campaign to launch wheat brand in Malaysia

Tiger Beer has unveiled a new idea to promote its new wheat beer in Malaysia with a competition to find a local filmmaker to tell a truly Malaysian story.

Competition entrants drafted a film idea on the backs of Tiger White beer mats and submitted them to the website TigerCoasterFilm. A behind-the-scenes video introduced the concept.

The winning film idea follows the adventures of a chef who was asked to cook for the gangster who killed his father. The winner was involved in directing, scriptwriting, casting and styling the production of the film.

Here’s a TV commercial that launched the beer.

The ad was devised by Droga5 Sydney, which was behind the global launch of Tiger Beer ‘uncaged’ in 2014.

The agency is to close its doors, but Droga5 Sydney creative chairman David Nobay is going on to launch Publicis Groupe agency brand Marcel in Australia, and has taken the Tiger Beer brand with him as the founding client.

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