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.”
Credits:
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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