Campaign Spotlight

Campaign Spotlight: Breaking Boundaries—Tiger Beer Disrupts Japan’s Beer Market with Alternative YUKI Film with The LAB

Singapore –​ Rapidly expanding its footprint in Japan, Tiger Beer, in partnership with brand experience agency THE LAB, has launched its first brand video and website.

In photo (L-R): Nishigaki Yoshitaka (Painter), Sapphire Slows (DJ), Ryota Hagiwara (Ikebana Artist) and Koji Tamura (Chef).


Following the introduction and implementation of its nationwide Trade Activation Platform, YŪKI in 2018, the brand has successfully created ​Tiger YŪKI bar in Tokyo​ and ​YŪKI Habitat in Fukuoka​, and is on track to continue moving into other key Japanese cities in 2019.

Deviating from conventional celebrity endorsements by Japanese beer brands, Tiger Beer Japan has given a voice to up-and-coming artists who demonstrate YŪKI (courage) and are not afraid to be different. The YŪKI platform is Tiger Beer Japan’s answer to the global proposition of ‘Here come the Uncaged’.

Tiger Beer Japan Presents: YŪKI 2019 from THE LAB on Vimeo.

Tiger Beer Japan also paid homage to the Singaporean brand by symbolically launching the brand film at 1932hrs on 2nd March 2019. The film features four emerging artistes as the main characters of the 2019 YŪKI platform in Japan. The 120s spot stars ​Nishigaki Yoshitaka​, an unorthodox watercolourist, ​Ryota Hagiwara​, a fashion stylist turned Ikebana artist, ethereal DJ Sapphire Slows and sustainable chef ​Koji Tamura​, each selected based on their personal courage to stand out from the norm. The film was shot and produced on location in Tokyo, Japan with acclaimed production house, Cutters Studio. Tiger Beer Japan will also be featuring these artistes in their upcoming Japan activations as part of the greater YŪKI campaign planned for 2019. These activations will focus on allowing its Japanese consumers and business partners to be introduced to Tiger Beer in a curated human experience.

“By putting people first and product second, Tiger Beer has created a platform unlike any other in the Japanese market.” said Johnny Tan, Regional Manager (Commercial), Heineken Asia-Pacific Export. ​“With the consumer and brand experience in mind, we aim to communicate differently to our Japanese consumers by giving a life to the individuals and their stories, via a meaningful experiential engagement, versus traditional static advertising messages.”

Coupled with the release of the brand film is the launch of Tiger Beer Japan’s ​official website​, further expanding their digital presence in the Japanese market. The one-stop digital destination provides an immersive experience for the Japanese audience to learn more about Tiger’s brand story, heritage, collection of beers, as well as the entire YŪKI platform.

Tiger Beer will also be releasing exclusive interviews and behind-the-scenes footage of the 4 YŪKI heroes on the website in a series titled ‘YŪKI Personified’. The series, filmed and produced in-house by THE LAB, journeys deeper into each hero’s YŪKI story and hopes to inspire fellow Japanese to embody their personal YŪKI spirit. Bite-sized cuts of these interviews will also be released on Tiger Beer Japan’s social platforms as part of their always-on content.




Heineken Asia-Pacific Export

Regional Manager (Commercial): Johnny Tan Regional Marketing Manager: Meryl Ho
Assistant Regional Marketing Manager: Ng Yunxuan


Business Lead & Executive Producer: Leon Lai Project Lead & Senior Account Manager: Benedict Lim Creative Lead & Creative Group Head: Zac Tan
Digital Lead & Senior Account Director: Foong Minmei

Chief Creative Officer & Art Director: Aaron Koh Creative Director & Copywriter: Pradeep D’Souza Digital Creative Director & Art Director: Ngai Arh Chun Account Director: Kevin Seah

Senior Account Executive: Chiyomi Nakagawa Account Executive: Nicole Lim
Content Manager: Charissa Kow
Social Media Manager: Nicolette-Clare Ong

Partner with adobo Magazine

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