50 MUST-DO THINGS IN ASIA by J. Walter Thompson Bangkok for Tiger Beer

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Industry Beers and Ciders
Media Design & Branding
Market Thailand
Agency J. Walter Thompson Bangkok
Associate Creative Director Torsak Chuenprapar
Executive Creative Director Satit Jantawiwat
Copywriter Jate Pattanachinda, Laurie Osborne
Released December 2010

Credits & Description

Category: Books
Product/Service: TIGER BEER
Date of First Appearance: Dec 28 2010
Chief Creative Officer: Pinit Chantaprateep (JWT Bangkok)
Executive Creative Director: Satit Jantawiwat (JWT Bangkok)
Associate Creative Director: Torsak Chuenprapar (JWT Bangkok)
Copywriter: Jate Pattanachinda (JWT Bangkok)
Copywriter: Laurie Osborne (Bangkok)
Senior Graphic: Teerawut Palanchun (JWT Bangkok)
Graphic Designer: Kasidist Sokontat (JWT Bangkok)
Graphic Designer: Ananya Suraphanmethekorn (JWT Bangkok)
Planner: Drakon Sirakovit (JWT Bangkok)
Media placement: Guidebook of "50 Must-Do-Things in Asia" - Tourist attractions included Airport, transit stations, pub & restaurants, guesthouses, etc. - 28th December 2010

Describe the brief from the client
Tiger beer positioning itself as a beer that presenting the real taste of Asia.

In Thailand, the beer is targeted at foreign tourists.

Our task is to encourage visitors to Thailand to choose Tiger as the beer that will accompany them on
their journey.

Describe the challenges and key objectives
Tourists visiting Asia are swamped with inauthentic cultural experiences: simulations of something once real that now exist only as series of well-worn photo-opportunities.

Another big challenge is in Thailand, the law doesn't allow alcoholic beverages to appear in the media.

Describe how you arrived at the final design
We want to help tourists scratch underneath Asia's airbrushed veneer to reveal the undiluted and the undiscovered; the bizarre and the downright weird.

In a country such as Thailand where traditional ads for alcoholic beverages are forbidden, these free booklets have allowed Tiger beer to bringing travelers the real taste of Asia.

Give some indication of how successful the outcome was in the market
- 20,000 books run out in less than one month
- iOS application project followed due to successfulness of the book.
- Tiger sales in 5 main tourist cities increased by 41.75%

Leading the way of travelers, Tiger became their beer of choice, accompanying them through out their journeys.