Singapore-based The Lab creates campaign for Tiger Beer in Japan

Tiger Beer has launched a campaign for Japan celebrating ‘Yuki’ or courage. In a campaign created by Singapore-based experiential agency The Lab, a division of ad firm Govt, the campaign focuses on celebrating young Japanese artists who have walked an unconventional path.

Apart from the film, The Lab has also created Tiger Beer’s website and an activation platform where young talent gets showcased. ‘Yuki’ is a local interpretation of Tiger’s ‘Here Come the Uncaged’ campaign.

Speaking about the campaign Heineken Asia-Pacific Export’s regional manager commercial Johnny Tan said:  “By putting people first and product second, Tiger Beer has created a platform unlike any other in the Japanese market.

“With the consumer and brand experience in mind, we aim to communicate differently to our Japanese consumers by giving a life to the individuals and their stories, via a meaningful experiential engagement, versus traditional static advertising messages.”


Heineken Asia-Pacific Export

Regional manager (commercial): Johnny Tan

Regional marketing manager: Meryl Ho

Assistant regional marketing manager: Ng Yunxuan

The Lab

Business lead and executive producer: Leon Lai

Project lead and senior account manager: Benedict Lim

Creative lead and creative group head: Zac Tan

Digital lead and senior account director: Foong Minmei

Chief creative officer and art director: Aaron Koh

Creative director and copywriter: Pradeep D’Souza

Digital creative director and art director: Ngai Arh Chun

Account director: Kevin Seah

Senior account executive: Chiyomi Nakagawa

Account executive: Nicole Lim

Content manager: Charissa Kow

Social media manager: Nicolette-Clare Ong


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