Air-Ink takes what is suffocating the streets, air pollution, and repurposes it to make them beautiful again. It’s living proof of street-smart creativity, from the beer of the streets, for the streets. Beyond the technology, Air-Ink is a brand, a range of products, a creative community, and a campaign to celebrate the cultural power and vibrancy of the streets. As a creative idea, Air-Ink’s impact grows and changes depending on where it lives, and in whose hands. In the hands of artists, it can create thought-provoking pieces or simply beautify their street environments. In the hands of the rest of our conscientious demographic, it’s used to petition for change. This is not the end of the Air-Ink story. Tiger has handed the rights for the brand over to Graviky Labs, to give it the best chance during the next phases of lobbying on the road to its mass implementation.

We partnered with Anirudh Sharma, the inventor of the soot-converting technology, to develop devices that attached to exhausts of ferries, cranes and Tiger Beer delivery trucks. These captured pollution before it reached the air. The harvested carbon was purified and turned into safe, high-quality ink. Air-Ink pens and markers were given to street artists and activists, who used them to create art, murals and advertising in London, Hong Kong, Singapore, Chicago, Amsterdam, New York, Sydney and Berlin. To bring the story to the world, we created a short film, seeding it across key markets heavily affected by pollution. We drove conversation through community engagement, celebrating the innovation and answering questions - from artists, engineers and every-day consumers. Activations included billboard sites in city centres and taking over galleries for live drawing events with both the public and media.Air-Ink was also used to petition mayors to it on urban transport systems.

Of the top ten biggest global beers, Tiger is now the fastest growing premium beer in the world. Air-Ink is the brands most hard-working and broad-reaching campaign to date, accelerating the brand’s expansion into new markets and reinvigorating brand perceptions in Asia. In terms of reach, we generated over 2.75 Billion impressions (worth over 4.6M$ US) and over 36 million video views with this campaign. In terms of environmental impact, we have produced 770l of Air-Ink, that’s equivalent to 20,000 hours of CO2 emissions captured before reaching the air. We filled 26,000 pens used to create over 1000 artworks. These artworks will be showcased in Tiger Beer bars as global gallery installation in 2018.

Air-Ink, is an innovative new type of ink made from air pollution. It generates its own earned media every time it’s used. Air-Ink also impacts people differently depending on how it is used. In the hands of street-artists, advertising becomes artworks. In bars, activations became government petitions. Delivery trucks were a media to promote Air-Ink and way to produce it. In Hong Kong, New York, London, Singapore, Chicago, Amsterdam, Sydney and Berlin, each iteration of the campaign revealed original uses of Air-Ink and interest grew. Creativity from the streets, for the streets, from the beer of the streets, Tiger Beer.

In order to reach our audience and anchor Tiger’s street credentials we needed to grow Tiger’s fame amongst the influential, but hard to reach, street-creativity scene. We did this by making something both useful and inspiring. The Air-Ink brand name, positioning, product range and distribution strategy were specifically designed to engage street-artists. They were then invited to experiment with Air-Ink to participate in core activations and events. Locations and artists were carefully selected for their shared values with Tiger Beer as well as their influence within their creative community. These people served as key opinion leaders and ambassadors for the campaign. In line with this “streets-up” approach, influencer and consumer voices came together in bars to petition local governments to take Air-Ink to the next level. Of course, every single asset of the campaign is made with Air-Ink.

Tiger Beer is the beer of the streets. A majority of its revenue (62%) comes from street-food outlets and outdoor venues and Tiger has a history of supporting street culture in activations and events. The brief was to come up with an unconventional idea that would achieve two goals: First, cut-through marketing noise to engage a young generation of beer drinkers with something honest and striking. Second, strengthen the relationship with independent street outlets and edgy bars they attend. Tiger does not have the media spend of other global premium beer brands and needed something provocative that would work streets-up, generating PR and earned reach. The insight was that Tiger’s street heritage loses all value and meaning if people can’t actually enjoy street culture and street life. The real enemy is bigger than any competitor. It is in the air we breathe.