Tiger is a beer born and raised on the streets, so what better way to champion our heritage then by bringing the REAL streets of Singapore to the craft bars of Sydney and Auckland. We decided to take the ultimate symbol of Singapore, the Wok and turn it into one-of-a-kind installations for bars to display proudly.

We journeyed to the streets of Singapore and collected a stockpile of authentic, gritty woks from real street food chefs. These were given to a range of artists to use as a canvas. Their brief: capture the energy of Singapore’s streets – the birthplace of Tiger Beer.

The artworks were hand delivered to bar owners around Sydney and Auckland, and installed as permanent fixtures in their venues.

We documented our journey and shared it online.

Our high impact, unique branding is now present in +25 craft bars.

Tiger now #1 beer on tap at 3 venues

Tiger now #2 beer on tap at 2 venues

Over 2 million impressions on our film

Instead of creating traditionally branded promotional items for bar owners we looked to blur the line between art and advertising. By creating promotional art instillations that would be willingly displayed to customers at the point of sale we were able to increase consumption and our number of stockiest.

Tiger Beer was born on the steamy streets of Singapore. And nothing represent the heat, energy and passion of those streets better that the symbol of the wok. For us, this was the perfect way to create branding that would appeal to our targeted bars.

Tiger Beer wanted to expand its presence in Sydney and Auckland’s craft bars, places that large beer brands struggle to get listings. But how could we increase our presence in bars that traditionally shun corporate promotions and branding? We needed to reimagine what promotional items could be and create something bar owners actually wanted.