Tiger Beer has released two short films in conjunction with the return of its football tournament, Tiger Street Football, in Southeast Asia. Created by creative agency Arcade Singapore, one film addresses the audience in a second person’s point of view urging them to join the tournament, and the other was from the perspective of former Manchester United captain Rio Ferdinand, who is the ambassador of the tournament this year, sharing his experience in street football.
In addition, Tiger Beer has also created a user-generated content series, #HeyRio!, where fans of Ferdinand across Asia can challenge the player himself through social media. Collaborating with Ferdinand’s fashion label FIVE Supply, exclusive street wear done by Singapore street artist Jahan Loh will be released during the tournament period as well.
According to a press release, The Tiger Street Football tournament will be kicked off via a series of local tournaments played across Vietnam. The top local team will then play against Ferdinand and four other international football players (Didier Drogba, Park Ji-sung, Luis Figo, and Roberto Carlos) in the grand final tournament located in Ho Chi Minh for the crown of Tiger Street Football 2019 champion.
Venus Teoh, director of international brands at Tiger, said that it is “thrilled” to provide emerging football players an opportunity to “showcase their skills” and “roar for the world to hear”. Tiger Beer is also “excited” to have “global football legend Rio Ferdinand” join it to “inspire and engage local footballers and fans alike”.
Ferdinand shared his experience on the streets of Peckham where it was “the only place” he could work on becoming a professional football player, and how he never gave up every time he got knocked down. He added that he wishes to “inspire raw football talents in Southeast Asia” and “provide them with opportunities to shine” with Tiger Street Football.
“Ferdinand’s inspiring ‘uncaged’ story from the streets of Peckham truly embodies the Tiger beer spirit and sets the stage for a very robust communications campaign, online to offline and back again, giving the spotlight to Asia’s unsung street football heroes. It was great to be part of this campaign with Tiger Beer,” said Gary Tranter, Arcade’s chief creative officer.