Thinking outside the (penalty) box
16th October
While in Singapore, it was interesting to see that Tiger Beer have bucked the trend of sport sponsorship to capture the young male beer consumer. Their “Tiger Translate” initiative – which commissions young “urban” artists in an East meets West meltdown – distances them from the rest of the “lager = football” crowd and utilises outside space and unconventional advertising media, such as this semi-permanent ad-shell gallery to get their message across.
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