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
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