Tiger Beer launches major global campaign

Tiger Beer is set to launch its global campaign today, starting from the Singapore market.This is the first major work rolling out after its global appointment of Sydney-based creative agency Droga5. Previously, it had appointed Droga5 for its regional creatives, with the local business going to BBDO Singapore.The campaign, called Uncaged, is part of the brand’s new image and will roll out across 25 markets globally.The campaign features Singaporean director of Ilo Ilo Anthony Chen, who has recently been in the limelight for winning four awards at the Golden Horse Awards last year. The other Asian personalities in the campaign will include Hong Kong professional calligraphy artist Joey Pang, Thai movie stuntman Charlie Ruedpokanon and Vietnamese hip hop dancer Vietmax, according to the Straits Times.Sydney-based Droga5 was behind the global creative concept for the films, while BBDO Singapore worked on the localisation of the ad. Ogilvy PR handles PR duties for Tiger Beer.More details will be announced at Tiger Beer’s campaign launch event tonight.