Born on the streets of Asia, Tiger Beer is the number one beer in hawker centres, street food stalls and night markets around the region.
Now the brand is taking the heat, energy and passion of this food movement to the world with a powerful new film that brings heroics to street food and honours the universal and central symbol of Asian cuisine –the wok.
Directed by SEGA of The Sweet Shop, in collaboration with Droga5 Sydney, the 90-second film was shot over 10 days across three countries. It features striking visuals set against a rhythmic narrative, and an edgy soundtrack created by Song Zu.
“The team were very open to exploring and adding new ideas and I’ve never had so much great footage for an edit,” says SEGA. “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,” adds Wilf Sweetland, Managing Partner of The Sweet Shop. “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.”
David Nobay, former Creative Chairman at Droga5 Sydney, now Creative Chairman of Marcel Sydney, explains, "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."
The film will run in various forms in cinemas, TV and online throughout Australia, before being rolled out across Asia and globally.
Creative Agency: Droga5, Sydney
Creative Chairman: David Nobay
Copywriter: Gavin Chimes
Art Director: Tommy Cehak
Head of Content Production: Holly Alexander
Business Director: Richard Sweetman