Singapore's Tiger beer has come up with a movie-like campaign to boost its image as a world-leading brand. It coincides with the brew's 75th anniversary and also parent Asia Pacific Breweries' new
ranking as fourth-most-valuable brand in Singapore.
Says Les Buckley, Director (Group Commercial), Asia Pacific Breweries and Brand Champion for Tiger. "We do an awful lot of trend
research and we've identified retro as being a key trend," he adds.
Tiger has collaborated with film-making gurus Derin Seale, John Seale, Oscar winner for cinematography for "The
English Patient" and Gold Cannes Lion winner, and creative expert Linda Locke to make a five-part short film which documents the achievements of Tiger globally. We asked nine creative teams from
around our global network to come back with their ideas," explains Locke, Regional Executive Director of Leo Burnett Asia Pacific.
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