Thai beer Chang steps up association with hip hop scene in campaign from Iris Singapore

Chang Beer has launched another phase of its Urban Pulse marketing campaign which tracks the development of hip hop in Asia and the hardships encountered by local artists.

The latest film features Hong Kong artists MastaMic, Joey Lam, DJ Mirror and Big Sammy in a campaign created by Iris Singapore.

It will include a series of events in Hong Kong featuring the foursome – which will run until mid-September – along with a fashion capsule collection designed by MastaMic.

Chang Beer head of global marketing Ronnie Teo said: “As a brand we want to showcase artists who embody the fiery passion for excellence. We also want to recognise the unspoken bond that they forge as they encourage each other to the top of their respective crafts. After all, these values are integral to what the Chang brand stands for.”

Iris deputy creative director Shawn Foo said the campaign is designed to associate the Thai brand with the urban art scene in Asia.

“While everyone is looking to the west, a new breed of artist is emerging from the east,” he said. “Performers that aren’t hustling our feeds with cheap stunts, but true creatives who have had to fight censorship, stereotypes and cultural biases to stay true to their craft and now getting the fame that they deserve.”

Credits:

Client: Chang Beer

Global Head of Marketing: Ronnie Teo

Regional Marketing Manager: Kenny Tang

Agency: Iris Singapore

Executive Creative Director: Ed Cheong

Deputy Creative Director: Shawn Foo

Senior Creative: Royston Ang

Creative: Cassandra Sim

Creative: Dominic Ho

Planning Director: James Honda-Pinder

Regional CEO: Luke Nathans

Account Director: Stephen Moran

Associate Account Director: Cheryl Cheong

Executive Producer: Tasmin Vosloo