In addition to the TVCs, the campaign will feature online, poster, print, outdoor and ambient elements. Iris has set up 'Chill zones' featuring beer gardens where fans can relax at the events, while NotionAge was responsible for the development of the event's website.
Tiger Street Football is a regional tournament launched by Asia-Pacific Breweries in partnership with ESPN STAR Sports' event management arm and will be broadcast live on ESPN Star Sports throughout its Asian network.
The tournament gets underway on 16 April in Singapore, before moving to Bangkok, Thailand in May; Guanzhou, China in July; Ho Chi Minh, Vietnam in August; before culminating in the international grand finale in Kuala Lumpur, Malaysia in September.
A total of 182 teams will compete in the tournament, comprised of some of the best street players from England, Brazil, Spain and Argentina, as well as aspiring players.
"We wanted to deliver an integrated regional creative campaign for Tiger Street Football that is different and engages the audiences," explained Tom Ormes, creative director of iris' Singapore. "Tiger Street Football is not just about big international football, it appeals to the football fan that revels in the fundamental joy of street football."
Meanwhile, Edmond Neo, director, group commercial at Asia-Pacific Breweries, noted, "Tiger Beer has always thrived on delivering the best 'live' football action to consumers. Now, with Tiger Street Football kicking off across Asia, we hope to bring to fans a new and exciting dimension to the Tiger Beer football experience."
Credits:
Client Asia Pacific Breweries Limited, Tiger Beer
Copywriter Tom Ormes, Jonathan Cockett
Art director Subha Naidu, Vincent Tay
Account director Sharon Sarinas
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