Spark PR & Activate, PHD and PHDIQ have brought the dynamism and intrigue of Singapore’s streets to life with Uncage the West – Tiger Beer’s new global campaign celebrates the brand’s Asian origins and transports Kiwis to the bustling streets of the Asian metropolis.
Tiger brings the campaign to life with the Streets of Singapore event series throughout April offering consumers unique, Singapore-inspired experiences involving street art, food and music.
Six NZ partner bars (scroll down) are displaying repurposed, authentic Singaporean items like traditional Peranakan tiles, shop house shutters, neon lights and beer crate seats.
The stars of the show are the street artworks from the dazzling Woks of Art project.
Top New Zealand and Australian artists, such as Flox and Josh Lancaster, turned a collection of authentic street food woks sourced directly from Singaporean hawker markets, into captivating artworks. This project was commissioned by Tiger Beer and curated by The Glue Project’s James Dive.
In conjunction with the Tiger Streets of Singapore events, Tiger has released three new, limited-edition variants: Tiger White, Tiger Black and Tiger Green Tea. These Singapore-inspired beers will appeal to craft beer drinkers and are available from this month at selected bars in Auckland and Wellington.
“Tiger has a rich history that sets it apart from other beers and Singapore’s unique street culture really embodies that spirit and heritage,” said DB Breweries senior marketing manager Julia Imlah. “We can’t wait to bring Woks of Art, our chilli crab bar snacks and other events to Auckland this autumn and give the city a true taste of Singapore.”
Bars participating in Tiger Streets of Singapore:
- The Street Food Collective, Lot 3/130 Ponsonby Rd, Grey Lynn, Auckland
- Little Easy, 198 Ponsonby Road, Ponsonby, Auckland
- Dirty Little Secret, 7/11 Dixon St, Te Aro, Wellington
- Portland Public House, 463 New North Road, Kingsland, Auckland
- White & Wong’s, 149 Quay Street, Viaduct, Auckland
- See the video below
Client: Tiger Beer / DB Breweries
Snr Marketing Manager: Julia Imlah
Marketing Manager: Sam Allen
Brand Manager: Sam Forrest
Business Director: Amanda Palenski
Strategy Director: Simon Bird
Planner Buyer: Rebecca Dieudonne
Website: Union (Todd Wackrow & Oscar Shiblaq)
Digital Director: Kat Burnett
Junior Campaign Manager: Stephen Lee
Spark PR & Activate
General Manager: Robin Wilson
Senior Account Director: Sue Hamilton
Account Director: Cassidy Meredith
Senior Events Manager: Gemma Parry
Senior Account Manager: Lucy Harris
Social Media Manager: Melanie Chico
Account Executive: Madeline Wong
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