Baron's Strong Brew has launched a BBDO-created above-the-line campaign named "Commands Respect".
The campaign uses a myriad of mediums aims to attract and retain the attention of the consumer and focuses on the qualities of strength and rich European tradition.
The campaign, launched last week, will run until end of this year and targets male drinkers aged 25 to 44.
The highlight of the campaign is two SMRT concept trains, which will be completely metamorphosised to resemble the exteriors of European castles.
The print execution can also be seen on the walls and floors of the Orchard MRT underpass and at 450 bus shelters across Singapore.
Also helping with the campaign are Mindshare Singapore as media agency and APBS Corporate Communications as PR agency.