Singha Beer channels urban cool for international campaign

In a lifestyle positioning that, for many, might seem a far cry from Singha’s domestic reputation, the Thai beer is targeting young urbanites across Europe, the US and Asia Pacific.

Described as ‘the original’ Thai beer brand, Singha is looking to build upon its position as the number one Thai beer exported worldwide.

The first three spots are set to roll out in a new campaign of global TVCs that will launch worldwide in December 2011.

The commercials highlight Singha’s presence on the international nightlife scene with a focus on Europe (Paris), Asia (Tokyo), and North America (San Francisco).

“The new series of commercials puts a spotlight on Singha’s global activity at international and exclusive nightlife hotspots as well as our partnerships with renowned artists around the globe,” said Theerathip Mahaguna, branding and event manager at distributor Boon Rawd Trading International Co., Ltd.

The first three TVC’s in the series feature artists Sun7 (aka Sunset) in Paris, sense in Tokyo, and Kofie One (pronounced Coffee One) in San Francisco creating exclusive works of Singha-inspired art built around Singha’s mythical lion logo live for Singha Beer drinkers at venues worldwide.

The commercials close with the soundtrack’s lyrics spelling out S-I-N-G-H-A, serving to help familiarize consumers worldwide with the brand name as well as promote proper pronunciation. The commercials are to be followed up by a social media campaign launching early 2012, starting with blog SinghaBeer1933.blogspot.com, and Facebook.com/Singhaworld.

The new campaign was created and developed by advertising and marketing services agency, GERTRUDE.

Credits:

Agency GERTRUDE,
Founder/CCO Otis D. Gibson,
Copywriter Peter Toutant,
Designer Inkyung Chung,
Post production facility Foundation Content,
Producer Lusia Boryczko,
Production coordination Lillian Mauser-Carter
Additional foundation content creative credits Curt Cooper, Jason Voke, Jenn Moody, Steven Greenwalt
Sound design Black Sheep Music
Producer Josh Shapera