Tiger Beer Outdoor, Ambient, Case study Air-Ink [presentation image] by Marcel Sydney

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Air-Ink [presentation image]

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Industry Beers and Ciders, Environmental & Animal Issues
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Ambient, Case study
Market Australia
Agency Marcel Sydney
Executive Creative Director Scott Huebscher
Senior Art Director Jeremy Hogg, Leslie Sharpe
Senior Copywriter Kevin Masters, Gavin Chimes
Production Goodoil Films
Production Heckler
Released October 2016


Cannes Lions 2017
Outdoor Ambient: Transit Gold 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)
Head Of Production: Holly Alexander (Marcel Sydney)
Founder / Creative Chairman: David Nobay (Marcel Sydney)
Senior Copywriter: Gavin Chimes (Marcel Sydney)
Senior Copywriter: Kevin Masters (Marcel Sydney)
Senior Art Director: Jeremy Hogg (Marcel Sydney)
Senior Art Director: Leslie Sharpe (Marcel Sydney)
Creative Technologist: Anirudh Sharma (Graviky Labs)
Head Of Art: Emmanuel Bougneres (Marcel Sydney)
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)
Innovative devices were fitted to a fleet of Tiger delivery trucks, capturing 95% of their pollution before it reached the air. The harvested carbon was purified and turned into safe, high-quality ink. Air–Ink pens and markers were sent to street artists and activists around the world. They used them to reclaim the streets, using prominent roadside billboards in major cities around the world, buildings, posters and petitions. The fleet of Tiger delivery trucks also served as mobile posters for the campaign as they harvested the pollution live on the streets of London.
Entry Summary:
Air pollution already kills 3.3 million people a year and that number could double by 2050. It’s a global problem affecting major cities on every continent, but Asia is by far the worst hit with Asian cities massively over-represented in WHO most polluted cities lists. Tiger beer is directly impacted. It is Asia’s number 1 beer, and is widely known as “the beer of the streets” in light of its long association with street level art and culture and dependence on street-food tables, street bars or other outdoor venues (62% sales).