Tiger Beer, Singapore’s own local beer, released a credentials campaign to drive brand affinity amongst Singaporeans. Part of this campaign was the Brewed By The Sun Initiative.

As part of its commitment to the environment, Tiger Beer installed over 8,000 solar panels on its brewery rooftops, roughly the size of 3 FIFA football fields. These produce over 2.3 million kWh of clean energy yearly, and remarkably reduced the brewery’s carbon footprint by 20%.

The brief was to educate drinkers on Tiger Beer’s positive impact on the environment, in an equally impactful way.

To bring communicate the message and bring the idea to life, we collaborated with local artist Swell. Using the sun and a magnifying glass, the artist burned each design on wooden boards. Designed for and exhibited in Tiger’s very own bar, the Tiger Tavern, each informed drinkers that their favourite beer, just like its ads, is made using solar energy.