Singaporean beer, Tiger, stands for embracing new experiences and exploring the unfamiliar.
So when positioning them in the NZ market, we showed kiwis that in Southeast Asia there are more interesting people, doing more interesting things, in more interesting places, but it happens outside of their news feeds and social bubbles. We encouraged people to step outside of their comfort zones and follow their own path. East of what you know begins to reveal what they're missing out on, and points them in a new direction. Below is the first outdoor campaign, featuring tattoo artists, rappers and musicians. 
                                                     
  AXIS - Finalist - Art Direction & Typography 

Photographed by the talented Magdalena Wosinska
Music by 'Vietnam's Queen of hip hop' Suboi