Can Droga5 ‘uncage’ Tiger Beer for Heineken?

It’s been a while since we’ve seen a real cracker from Droga5 but the agency’s Sydney branch is trying to step into the breach with a new global campaign ‘Uncage’ for Tiger Beer. ‘Uncage’ refers to the onus on young Asians to achieve and over-achieve it seems.

Singapore’s Tiger Beer is now marketed by Heineken and its marketing is being made more ‘Asian’ – to sell more in Asia presumably. Even down to the ‘g’ in the logo being made to look a lucky Chinese ‘8’.

So have the Sydney-siders cracked it? Bit too early to tell but it’s a promising start.

Why do we have to have the scene in the club though? It’s become such a cliche. The client I suppose…

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