SUB CATEGORY :

PRODUCT DESIGN: INNOVATIVE DESIGN

COMPANY ENTERING :

LEPUB APAC, SINGAPORE

TITLE :

TIGER CRYSTAL SUMMER PUFFER

BRAND :

TIGER CRYSTAL

ADVERTISER :

TIGER BEER

AGENCY :

LEPUB APAC, SINGAPORE/
BBH SINGAPORE, SINGAPORE

GLOBAL CEO OF LEPUB, GLOBAL CCO OF PUBLICIS WORLDWIDE, CCO OF PUBLICIS GROUPE ITALY :

BRUNO BERTELLI

MANAGING DIRECTOR :

SID TULI (BBH SINGAPORE)

GENERAL MANAGER :

HANH KANSSEN (LEPUB APAC)

CHIEF CREATIVE OFFICER :

SASCHA KUNTZE (BBH SINGAPORE)

APAC EXECUTIVE CREATIVE DIRECTOR,
LEPUB APAC :

CYRIL LOUIS

GROUP CREATIVE DIRECTOR & HEAD OF ART :

GASTON SOTO (BBH SINGAPORE)

ART DIRECTOR :

GRACE WONG (BBH SINGAPORE)

SENIOR COPYWRITER :

LUKE SOMASUNDRAM (BBH SINGAPORE)

CREATIVE TECHNOLOGIST :

NICO TANGARA (BBH SINGAPORE)

EXECUTIVE PRODUCER :

WENDI CHONG (BBH SINGAPORE)

PRODUCER :

CHUN YI KWEK (BBH SINGAPORE)

HEAD OF BUSINESS LEADERSHIP :

DAVID ANSON (BBH SINGAPORE)

SENIOR ACCOUNT EXECUTIVE :

ANGEL FADILA (BBH SINGAPORE)

STRATEGY DIRECTOR :

RUTH LIM (BBH SINGAPORE)

STRATEGIST :

MEILI YEO (BBH SINGAPORE)

PR STRATEGY & EXECUTION :

DEVRIES GLOBAL SINGAPORE/GOLIN LONDON

TECHNICAL PRODUCTION :

WHATEVER CO.

STYLIST :

JOSIAH CHUA

FASHION DESIGNER :

IZZY DU

HAIR & MAKE-UP :

ZOEL TEE

PHOTOGRAPHER :

SEOW MUN KONG

TYPOGRAPHER :

BELLE CHEW

PRINT PRODUCER :

JASMINE HO

BACKGROUND OVERVIEW :

Tiger wanted to engage with a Gen Z audience that didn’t enjoy beer.
So the brand launched Tiger Crystal, a new variant with an extra refreshing taste. In Gen Z fashion, puffer jackets have been blowing up.
Over the past year, there have been several puffer jacket-related news stories - from A.I.-generated photographs of the Pope wearing a puffer jacket to puffer jacket hype drops from the most sought-after brands.
However, as a piece of winter wear, puffer jackets can be unbearably hot in tropical Asia.

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