Tiger Beer Ambient, Design & Branding, Case study Air-Ink [image] 4 by Marcel Sydney

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Air-Ink [image] 4

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Industry Beers and Ciders, Environmental & Animal Issues
Media Ambient, Design & Branding, Case study
Market Australia
Agency Marcel Sydney
Executive Creative Director Scott Huebscher
Senior Art Director Leslie Sharpe
Senior Copywriter Gavin Chimes
Production Goodoil Films
Released September 2016

Awards

Cannes Lions 2017
Product Design Promotional & Bespoke Items: Product Design for Promotional Purposes Silver Lion

Credits & Description

Title: Air-Ink
Agency: Marcel Sydney
Brand: Heineken Asia Pacific Pte. Ltd.
Country: Australia
Entrant Company: Marcel Sydney
Advertising Agency: Marcel Sydney
Media Agency: Flora&Faunavisions , Berlin / Starcom, London / Curious Few, Hong Kong / Starcom, Singapore / Mediavest|Spark, New York
Pr Agency: Schroder+Schombs Pr, Berlin / Msl Hong Kong, Kwun Tong / Edelman Singapore / Ogilvy Public Relations Worldwide, Singapore / Braya, New York
Production Company: Goodoil Films, Sydney / Heckler, Sydney / Squeak E Clean Productions, Los Angeles
Additional Company: Graviky Labs, Bangalore
Executive Creative Director: Scott Huebscher (Marcel Sydney)
Founder / Creative Chairman: David Nobay (Marcel Sydney)
Senior Copywriter: Gavin Chimes (Marcel Sydney)
Designer: Michael Banayos (Marcel Sydney)
Head Of Art: Emmanuel Bougneres (Marcel Sydney)
Senior Art Director: Leslie Sharpe (Marcel Sydney)
Head Of Production: Holly Alexander (Marcel Sydney)
Creative Technologist: Anirudh Sharma (Graviky Labs)
Senior Print Producer: Chris Beghin (Marcel Sydney)
Senior Print Producer: Simon Davis (Marcel Sydney)
Client Services Director: Ryan Bernal (Marcel Sydney)
Account Director: Alex Buckland (Marcel Sydney)
Chief Strategy Officer: Iona Macgregor (Marcel Sydney)
Senior Planner: Cathy Song (Marcel Sydney)
Account Manager: Osmond Go (Marcel Sydney)
Account Manager: Knox Cassidy (Marcel Sydney)
Traffic Manager: Toni Carter (Marcel Sydney)
Outcome:
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.
Execution:
Air-Ink comes from devices that fit onto the exhausts of diesel engines and reduce carbon emissions by up to 95%, capturing them before they reach the air. The harvested carbon is purified and turned into safe, high-quality ink used to fill range of pens and markers. These products have been used by artists create art, murals and advertising in London, Hong Kong, Singapore, Chicago, Amsterdam, New York, Sydney and Berlin. The Air-Ink brand has now been given to Graviky Labs to help with its adoption for trial on public transport systems, by far the biggest polluters in major cities. As governments respond to air pollution by lowering vehicle emission limits, a wave of older vehicles, which are unable to meet these targets, will be rendered unroadworthy. This has huge financial and environmental implications. Air-Ink is an efficient solution to keep these vehicles on the road, yet within the new emission limits. Public and media support have put Air-Ink in pole position for the trial in a major city, the next step on its path to mass implementation. A campaign of Air-Ink billboards and petitions in London has led to it being currently considered for trial on black taxi cabs.
Synopsis:
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.
Campaign Description:
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.