Tiger Beer has unveiled its latest campaign via
Marcel Sydney, which takes this idea of 'Uncaged heroes', and focuses on
a specific type of young creative: those whose bold approach to their
craft also serves a good cause.
Since 2013, World Acclaimed
Tiger Beer, has championed emerging Asian talent. Now the brand's
rallying call to 'Uncage' and bravery to pursue passions, this campaign
demonstrates how far the impact of creative courage can go.
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Featuring an eclectic group of Uncaged heroes from fields as diverse as
dance, technology, fashion, art and food, Tiger Beer inspires people to
look beyond familiar faces to discover those who are truly shaping the
future. Proof that if you have the courage to pursue your passion, you
can make a positive impact on the world.
Says Fiona Marston, international brands marketing manager
of Tiger Beer New Zealand: "The Tiger Beer brand is
proud to use our brand and global scale to champion the unknown because
we believe everyone has a tiger inside. We inspire courage to challenge
conventions and unleash creativity. We believe that anybody can become a
somebody."
Featured in The Uncaged campaign video showcase is a unique group of courageous creatives including:
A
classically trained professional violinist, Mei Segev uses her musical
talents to note only entertain, but to contribute to charitable causes.
She performs regularly at senior care homes, employing music as a form
of therapy for the elderly. Segev has also performed in support of
fundraising efforts for victims of the Japanese Tsunami. Challenging
typical approaches to her craft, Mei engages with her art not just from a
performative aspect but also as a force for good.
Foshan-born
artist Hua Tunan runs an independent studio and is impacting the art
world by merging traditional Chinese art practices with Western graffiti
styles. Hua's aggressive and energetic technique is unique as he
channels emotion into his artwork, an example of which would be his
street art piece for the Tiger Beer #3890Tigers campaign where his
finished work was inspired by the plight of the wild tigers. Hua brings a
story and emotions to life in his work, challenging conventional ideas
of street art aesthetics and the power of bringing a cause to life
through art.
Chef and restaurateur, Willin Low, who is
preserving traditional Singaporean hawker food by using it as his
inspiration to create 'Mod-Sin' cuisine, blending culinary heritage with
modern techniques.
CEO of Open Bionics, Joel Gibbard, who is
pioneering the development of affordable and open source bionic
prosthetics, challenging the current issue of expensive robotic options
after being inspired by the ability to use modern technology such as 3D
printing to provide bionic limbs to people who currently have no access
to prosthesis.
The new Uncaged campaign is brought to life
through www.uncage.com which houses the stories and details about the
campaign, as well as key information about in market events and
partners, as well as the soon to be revealed details of the global
Uncaged Festival that will take place in September 2018.