Droga5 Sydney Uncages Tiger Beer with a Cleverly Animated Lamp

In Malaysia, alcohol advertising is heavily regulated in traditional channels, which makes point of purchase engagement more important than ever. And while other brands are trying to grab attention with noisy, complex promotions and digital activations, Tiger Beer realizes that sophisticated young Malaysian consumers just weren’t interested in advertising.

So to make Tiger Beer stand out, Droga5 Sydney decided to make it part of the furnishing. The agency created “Tiger Lights,” a unique bar-top and freestanding steel lamp that animates as you walk past. The cage design and animation has a clear and relevant link to Tiger Beer’s ‘Uncage’ brand positioning. The campaign is all about following your own path, having the courage to pursue your passion and living life the way you want.

'Tiger Lights' comes to life by using a little known technique called ‘moiré animation,’ which uses the bars of the cage to trick your mind into seeing a looped animation from the static, underlying image. As you move towards the bar, the tiger moves with you--giving anyone who walks past an individual interaction. There was very little precedence for creating this effect in a 3D object with depth, so Droga5 tested many prototypes to find the optimal animation effect, while still maintaining the appearance of a cage. The lamps were placed in key bars in Malaysia and really stood out to our cool, creative, and savvy target audience.