Tiger Beer & Le Pub APAC take the audience inside ‘The Brewery’ dramatising the brewing process

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Tiger Beer & Le Pub APAC take the audience inside ‘The Brewery’ dramatising the brewing process

Tiger Beer, the number-one international premium beer from Asia, has launched ‘The Brewery, Uncaged’ – a retro modernist campaign that dramatises Tiger Beer’s world-class brewing process, quality ingredients and the attitude that goes into every bottle of Tiger Beer, which is enjoyed in more than 60 countries.


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.


Tiger Beer & Le Pub APAC take the audience inside ‘The Brewery’ dramatising the brewing process

“Explaining what makes a great beer can be a generic and boring story that’s not very exciting for most consumers. But there is boldness rooted in Tiger Beer’s attitude – since 1932, we’ve been unstoppably bold, challenging the odds as a beer that was not supposed to exist in the tropics and is now a winner of global awards, conquering 60 markets and counting. ‘The Brewery’ dramatises Tiger Beer’s attitude towards perfecting our brew in the boldest possible way, with a reinvented soundtrack to match,” explains Sean O’Donnell, Global Brand Director at Tiger Beer.

Cyril Louis, APAC Executive Creative Director at LePub, added: “From the first shot, it’s clear this is not a typical beer commercial; it’s all designed to entertain a new generation. A mix of styles takes elements of the past mixed with today’s culture to create something unique and entertaining while showcasing the Tiger brewing process, quality ingredients, and award-winning credentials.”

“The Brewery” is part of the latest 360 credentials campaign from Tiger Beer, which will run in all Tiger markets globally across TV, print, digital and online channels.

Tiger Beer – The Heineken Company
Sean O’Donnell – Global Brand Director, Tiger
Melissa Teoh – Global Marketing Manager, Communications & Digital, Tiger
Willem van den Wijngaart – Global Marketing Manager, Strategy, Market & Channel,
Faye Wee – Global Marketing Manager, Innovation, Design, Experiential & Partnerships,
Bruno Bertelli – CEO Le Pub Amsterdam, Global CCO Publicis Worldwide & Global CCO Publicis Groupe Italy
Cyril Louis – APAC Executive Creative Director, Le Pub APAC
Ivan Loos – Creative Director, Le Pub APAC
Diego Barboza – Associate Creative Director, Le Pub APAC
Henrique Lamenha – Associate Creative Director, Le Pub APAC
Andrew Nicholas Yap – Art Director, Le Pub APAC
William Walter Watters, Freelance Art Director, Le Pub APAC
Prema Alexander – Planning Director, Le Pub APAC
Hanh Kanssen – General Manager, Le Pub APAC
Angelina Tan – Business Director, Le Pub APAC
Kinzah Iqbal – Senior Account Manager, Le Pub APAC
Vanessa Liu – Senior Account Manager, Le Pub APAC
Jing Wei Goh – Senior Account Executive, Le Pub APAC
Anita Toh – Senior Integrated Producer, Le Pub APAC
Shalom Wong – Senior Project Manager, Le Pub APAC
Production; Key Visuals
Photographer – Jean Yves Lemoigne ( Katapolt )
Executive Producer – Adrian Appel ( Katapolt )
Producer – Suwanee Suwansaengroj / Olive ( Chamniseye )
Producer – Ratanasukan Pibulpanuwat / Kiss ( Chamniseye )
Digital Retoucher – Adrien Benard
Digital Imaging – Miracle Factory Singapore
Production; Film
Production Company – Seven Sunday Films
Film Director – James F. Coton
Executive Producer – Afeeq Nadzrin
Producer – Selvi Cahyani
Assistant To Director – Rodney Louis Vincent
Line Producer – Giovanni Suteja
Post-Producer – Yandani Wijaya
Production Assistant – Jesslyn Bernaidi, Kevin Kevriando & Nada Leo Prakasa
DOP – Mathias Penachino
Production Designer – Luccie Libotte
Art Director – Thor
1st AD – Pattaris Isumrunrut
Wardrobe Stylist – Mae Petcharat
Post Production; Film
Offline Editor – Reggie Jocom
Colourist – Arthur Paux
Post Production – SEED VFX
VFX Supervisor – Romain Bourzeix, Fabienne Velleine & Mathis Deschamps
Online Flame Designer – Pawan Sanjaya
Audio Post – BMM Network
Audio Producer – Joseph Petitpain
Original Composition Composer – Survivor, Victor Verpillat, Yann Bargain
Sound Designer Engineer – Samuel Jurkovic
Music Rapper – Mega Ran
Post Production; Social
Post Production – Kraftw5rkz Pte Ltd
Post Producer – Bernard Tay
Editor – Neo Rui Xin


Tiger Beer & Le Pub APAC take the audience inside ‘The Brewery’ dramatising the brewing process Tiger Beer & Le Pub APAC take the audience inside ‘The Brewery’ dramatising the brewing process Tiger Beer & Le Pub APAC take the audience inside ‘The Brewery’ dramatising the brewing process