Droga5 launches first advertising campaign for new account Tiger Beer
Droga5 has unveiled its first advertising campaign for Tiger Beer, 'Tiger Uncage', since winning the account last year.
“It’s a huge win for us,” Sudeep Gohil, CEO of Droga5 Sydney, said. “It’s a massive business, it’s a global piece of business and will be run out of the Sydney office.”
“It was also a pitch against one of the best agencies in the world, Wieden+Kennedy and to beat my old alumnus is always a good thing to do.”
As part of the account win, Droga5 has been tasked with a complete brand refresh that has seen the agency tweak the logo and create a new global campaign focused around ‘uncaging’ the heroes in today’s world.
“The thought around the campaign is ‘uncaged’ but it’s much more than just an advertising campaign,” Gohil said.
“It’s a platform. It’s really very much about having a genuine conversation with Asian drinkers. It’s the biggest beer in Asia. We’ve had to be very respectful of what already existed around it.
“It’s an invitation for young Asian beer drinkers to break free of some of the shackles that often hold people back in Asia. The idea that we’re held back by conformity expectations and stuff like that is just as true in western society as it is in Asian society. It’s just perhaps more prevalent in some of the key Asian markets.
“Ultimately [‘uncaged’] will progress so that the conversation will extend into the world. It’s a big, ambitious thought which will be across a whole range of different media outlets from traditional advertising spaces right the way through to digital and other areas.”
The new campaign features short films on the real stories behind some of Asia’s young personalities with the aim of speaking to young adults and inspire them to reach their full potential.
Below are the one minute spots featuring the ‘uncage’ stories of Anthony Chen and Joey Peng.
While all the creative and strategy for the Asian beer brand will be coming out of the Sydney office, Droga5 have appointed Simon Lockyer as a regional director who will be based in Singapore in a partner company’s office.
“The plan at the moment is all the creative and strategy we run is overseen by the Sydney office,” Gohil said.
“Which means that because of the volume of work that’s coming out, we’re also pushing further into Singapore where the client is actually based.”
The agency’s latest win of Tiger Beer is worth more than some of the recent losses the agency has faced, according to Gohil.
Without revealing the actual monetary value of the account win, Gohil said it was worth “more than what was lost over recent months”.
Rumours had circulated about the agency nabbing the Singapore beer brand, however Droga5 have managed to keep the account win relatively quiet from prying media eyes, working on it since October.
“The interesting thing for us is that we’ve been working on this for quite a few months and obviously we haven’t been able to talk about any of it,” Gohil said.
“Often there has been little blips people have wanted to write about, things that have been going on at Droga5. But we haven’t actually been able to uncover all the great stuff that’s been going on and this is one of the big news stories.”
Droga5 has had a bit of a rough trot in the past few months, having lost the Sunbeam account to Sydney-based independent agency The Works and being dropped as lead agency for the giant Woolworths account in March in favour of Leo Burnett.
“We’ve talked enough about businesses,” Gohil said. “We’ve parted ways with it and that’s all old news now.”
Ultimately, ‘Tiger Uncage’ is bigger than a campaign, with the current round of work already launching.
“We’re already working beyond [it] and where the campaign can go to, other markets and other executions,” Gohil added.
“The work itself around Tiger is phenomenal and it’s been really well received globally in the different markets it’s going to be running.”
Please login with linkedin to comment
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.