Chang Beer explores hip-hop scene in Asia with the help of Iris SG

Chang Beer, in partnership with Iris Singapore has launched another phase in its Urban Pulse marketing campaign. This is in a bid to track the development of hip-hop in Asia. In its platform, it will feature an exclusive film by MastaMic, rapper and founder of Masta & co, along with his collaborative and events across Hong Kong.In this video, Mastamic shares the challenges he faced when he started off his passion as a rapper since 2006. The film builds up to fellow hip-hop artists beating the odds while producing music in Hong Kong and their efforts in designing a limited-edition collection as part of the campaign. In a press statement, the brand's spokesperson explained that the journey and hardships these urban artists overcame to “perfect” their craft are a reflection of Chang Beer’s philosophy of “Lamiat”.The campaign, created and conceptualised by Iris Singapore, focuses on local talent in Asia and the collaboration with Chang Beer aims to provide MastaMic and his crew, drummer Joey Lam, DJ Mirror and rapper Big Sammy a global stage. In addition, a series of events will run through September in Hong Kong as part of the campaign and exclusively include MastaMic’s fashion capsule collection as a dedication to their craft.“Working with Chang Beer, we wanted to do something to elevate and celebrate the amazing dedication that Asian craftsmen are having on the urban art scene. While everyone is looking to the west, a new breed of artist is emerging from the east. 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 are now getting the fame that they deserve,” deputy creative director at Iris, Shawn Foo 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” Ronnie Teo, head of global marketing at Chang Beer said.Campaign Credits:Client: Chang BeerGlobal head of marketing: Ronnie TeoRegional marketing manager: Kenny TangAgency: Iris SingaporeExecutive creative director: Ed CheongDeputy creative director: Shawn FooSenior creative: Royston AngCreative: Cassandra Sim and Dominic HoPlanning director: James Honda-PinderRegional CEO: Luke NathansAccount director: Stephen MoranAssociate account director: Cheryl CheongExecutive producer: Tasmin Vosloo