 Hollywood
heavyweights brought in to conceptualise beer's story in new series.
Tiger Beer has tapped internationally-acclaimed directors for a
Hollywood- mini-series titled Tiger: Unravel the secret. Led by Leo
Burnett, the multi-million dollar venture dramatises the
beer's 75-year journey through a cliffhanging saga and epic
cinematography. Tiger has already debuted two episodes of the five-part
series through an Arc-created website and on Singapore terrestrial TV.
The series will eventually roll out across Tiger's seven markets.
While the brand enjoys premium appeal in Europe and North America, it
faces a local stigma in Asia.
"The brand has done really well, but we don't feel that in Asia it's
realised it's full potential," said Linda Locke, Burnett's Asia-Pacific
ECD.
"This allowed us the chance to break through the glass ceiling and show
that it is possible for an Asian beer to be world-class."
Blending fact with fiction, the short film weaves a story of 10 'beer
guardians' who protect the beer's integrity from a prying cartel.
Spanning 75 years and four countries, the film also plugs Tiger's slate
of international awards and finer historical moments.
Locke collaborated with Oscar-winning director John Seale and Hollywood
director Derin Seale for the nine-month project. The storyboard was
conceptualised by Burnett's Sydney office, following a global, internal
Burnett pitch. "Essentially, the film underscores Tiger's history,
commitment to quality and our tradition of developing blockbuster brand
campaigns," said Les Buckley, director, group commercial, Asia Pacific
Breweries.
The film follows last year's high-profile, US$1.5 million Jessica Alba
spot produced by local incumbent, BBDO, which is currently battling BBH
and David to retain its grip on the account.
(Source: Media)
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