Striking visual images by The Sweet Shop director, SEGA, turn a quirky idea into a memorable 90 second ad.
Tiger Beer is the number one beer in hawker centres, street food stalls and night markets around the region. Droga5 Sydney’s idea for the brand was to highlight Tiger’s leadership position in a film that honours “the universal and central symbol of Asian cuisine – the wok”.
Two elements make the ad work. A driving narrative and a montage of striking images.
The 90 second film was shot over 10 days across three countries, its images threaded together to an edgy soundtrack by Song Zu.
David Nobay, former creative chairman at Droga5 Sydney, now creative chairman of Marcel Sydney, explained, “This project was all about elevating the everyday life of Asia’s street woks to somewhere a bit magical. SEGA’s cunning Spanish eye delivered just that.”
SEGA commented, “The team were very open to exploring and adding new ideas and I’ve never had so much great footage for an edit. I personally loved the copy. To me, it’s the crucial element of the commercial.”
“This spot was the perfect collaboration between a great agency, a brave client, an incredible director, and amazing crews, composers and editors,” Wilf Sweetland, managing partner of The Sweet Shop, added.
“Produced through our Australian and Asian global network offices it ran like a jazz piece, every part of the production worked off one another, shifting and changing, until a groove was found and a truly spectacular film was created.”
The film will run in various forms in cinemas, TV and online throughout Australia, before being rolled out across Asia and globally.
Credits
Client: Heineken Asia Pacific (Tiger Beer)
Production company: The Sweet Shop
Director: SEGA
Executive Producer: Wilf Sweetland/Edward Pontifex/Daniel Ho
DOP: Pedro Del Ray
Art Director: Jimmy Bong (KL)
Darren Lovejoy (Vietnam)
James Page (Singapore)
Editor & Company: Andrew Holmes / Offline Editor
Joe Morris / Offline Editor (30 Sec) C/O Heckler
Post Production & City: Heckler / Sydney
Sound Design/Remix: Song Zu Singapore
Agency: Droga5, Sydney
Creative chairman: David Nobay
Creative director: Andy Fergusson
Copywriter: Gavin Chimes
Art director: Tommy Cehak
Senior business director: Richard Sweetman
Senior Strategist – Michaela Futcher
Head of content: Holly Alexander