Tiger Design & Branding TIGER VIRTUAL GAMES by Ace Saatchi & Saatchi Makati

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Industry Baking, Cakes & Desserts
Media Design & Branding
Market Philippines
Agency Ace Saatchi & Saatchi Makati
Executive Creative Director Andrew Petch
Creative Director Abe Medenilla
Art Director Carl Urgino, Windel Aboy, Gelo Lico, Glenn Lalogan
Released November 2009

Credits & Description

Category: Environmental Design: Semi-Permanent
Date of First Appearance: Nov 10 2009 12:00AM
Executive Creative Director: Andrew Petch (Ace Saatchi & Saatchi)
Vice President/Head of Integration: Tony Sarmiento (Ace Saatchi & Saatchi)
Head of Activation: Onat Roldan (Ace Saatchi & Saatchi)
Head of Art: Carl Urgino (Ace Saatchi & Saatchi)
Head of Digital: Shiela Tiongco (Ace Saatchi & Saatchi)
Creative Director: Abe Medenilla (Ace Saatchi & Saatchi)
Copy Writer: Maui Drillon (Ace Saatchi & Saatchi)
Copy Writer: Bogey Bernardo (Ace Saatchi & Saatchi)
Copy Writer: Paolo Agulto (Ace Saatchi & Saatchi)
Copy Writer: Andrew Petch (Ace Saatchi & Saatchi)
Copy Writer: Tony Sarmiento (Ace Saatchi & Saatchi)
Art Director: Windel Aboy (Ace Saatchi & Saatchi)
Art Director: Gelo Lico (Ace Saatchi & Saatchi)
Art Director: Glenn Lalogan (Ace Saatchi & Saatchi)
Art Director: Carl Urgino (Ace Saatchi & Saatchi)
Activation Team: Nona Yaw/Nathan Cabigao (Ace Saatchi & Saatchi)
Activation Team: Patti Mallari (Ace Saatchi & Saatchi)
Activation Team: Martin Romualdez/Joem Segovia (Ace Saatchi & Saatchi)
Animator/Editor: Lambert Pangilinan
Final Artists: Rico Torres/Rod Alonzo (Ace Saatchi & Saatchi)
Media placement: Tiger Virtual Games Event - SM Mall North Edsa (Event And Merch) - November 2009

Describe the challenges and key objectives
The main challenge is to give the event a real Olympic ambience. The venue should also have separate arenas for playing the various sports, plus one central area for opening and awarding ceremonies.

Describe the brief from the client
The client wanted kids to use up more physical energy to induce more need for Tiger Energy Biscuits. However, the favorite play-activity of Asian kids is video gaming, something that rarely requires energy. Instead of stopping children from playing video games, we got them to play one that requires a lot of energy – Nintendo Wii. Therefore, we created the Tiger Virtual Games, the world’s first Wii Olympics. The brief was straightforward. It asked us to design and fabricate the playing grounds for this grand event.

Describe how you arrived at the final design
Inspiration was simple. Since the Wii games simulated actual sports, we used cues from the actual Olympic arenas to give ours the most realistic feel. Court markings and net for tennis. Ropes and canvas for boxing. Wooden floor for fencing. Velodrome concrete for cycling. Wooden floor and half-court markings for basketball. A winners' podium and a virtual flame on the big screen for the stage area.

Give some indication of how successful the outcome was in the market
The Tiger Virtual Games area was a show-stopper in one of Asia's biggest malls. The organiser had to reopen the registration to insistent walk-in participants. And since the cost of entry was 5 empty wrappers of Tiger energy Biscuits, an extra 4,990 packs were sold on the day.