New Tiger Beer campaign via PHD brings the excitement of Singapore to Kiwi streets

The dynamism and intrigue of Singapore’s streets have been brought to life with Uncage the West. Tiger Beer’s new global campaign celebrates the brand’s proud Asian origins and transports Kiwis to the bustling streets of the Asian metropolis.

Tiger brings the campaign to life with the Streets of Singapore event series throughout April offering consumers unique, Singapore-inspired experiences involving street art, food and music.

Six partner bars; The Street Food Collective, Little Easy, Dirty Little Secret, Portland Public House and White and Wong’s display repurposed, authentic Singaporean items like traditional Peranakan tiles, shop house shutters, neon lights and beer crate seats. The stars of the show are the street artworks from the dazzling Woks of Art project.

Top New Zealand and Australian artists, such as Flox and Josh Lancaster, turned a collection of authentic street food woks sourced directly from Singaporean hawker markets, into captivating artworks. This project was commissioned by Tiger Beer and curated by The Glue Project’s James Dive via Droga5 Sydney. Watch the video.

At selected bars consumers will be treated to the delicious flavours of Singapore streets with the ultimate street food bar snack: Hot & Spicy Chilli Crab Peanuts. Every bite evokes the energy and heat of Singapore’s street food markets where Tiger beer is a local favourite. They perfectly complement the lager’s full-bodied, refreshing taste.

In conjunction with the Tiger Streets of Singapore events, Tiger is releasing the new, limited-edition variants: Tiger White, Tiger Black and Tiger Green Tea. These Singapore-inspired beers will appeal to craft beer drinkers and are available from this month at selected bars in Auckland and Wellington.

Says Julia Imlah, senior marketing manager international premium, DB Breweries: “Tiger has a rich history that sets it apart from other beers and Singapore’s unique street culture really embodies that spirit and heritage. We can’t wait to bring Woks of Art, our chilli crab bar snacks and other events to Auckland this autumn and give the city a true taste of Singapore.”

For more information on Tiger Streets of Singapore, participating bars, Tiger’s Woks of Art and upcoming events, visit www.tigerbeer.co.nz and follow Tiger Beer NZ on Instagram and Facebook.

Client: – Tiger Beer / DB Breweries

Account Executive: Madeline Wong