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Tiger Beer: Tiger Beer - The Brewery
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The campaign produced by Le Pub APAC doubles down on the 80s nostalgia that is trending again among Gen Z. Bold, simple, sometimes over-the-top but also somewhat familiar, ‘The Brewery, Uncaged’ is steeped in cues from that iconic decade but with a modern layer to the styling and music.
Set in an unconventional Tiger Brewery against an iconic ‘Eye of the Tiger’ track, it follows the journey of a unique sort of Quality Assurance employee, full of style and swag. As this “Tiger Brewer” goes from room to room, we see the brewing process in a hyper-stylised and eclectic way, from a band that plays music to Tiger Beer’s malt and hops – happy plants for the best brew – to an epic ice chamber. From the brewery, the beer (with a tiger still roaring inside) enters a portal to reach its final destination: the hands of consumers in over 60 countries across the globe, wrapping up with the message ‘Brewed with boldness, Globally acclaimed’. Tiger Beer has also reinvented and modernised the classic “Eye of the Tiger” track with a rap from Mega Ran, a globally renowned DJ, rapper and producer. Famous for fusing hip hop and gaming and for his endearing ‘nerdcore’ lyrics, Mega Ran’s songs have debuted on the Billboard Top 200 and trended on Reddit, and he’s performed everywhere from SXSW to Nerdapalooza.
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