Iris Singapore uncages the beautiful game in new regional Tiger Street Football campaign
iris Singapore has created Tiger Beer’s new regional Tiger Street Football campaign which was launched on 14 July.
In its fourth year, Tiger Street Football showcases the best in Asian street football talent. This year, it will rally football fans across Asia to change the rules of football to bring the beautiful game back with a new concept taking the game to a new level: www.uncagefootball.com.
Tiger Street Football is a refreshing change to traditional football, which at times has been let down by overly defensive tactics and too many rules. Street football on the other hand is free-spirited, informal and spontaneous, where pure creativity, agility and most of all, instinctiveness come to the fore.
The campaign launched with an online film, featuring acclaimed former international football
star, Deco. “If football is so beautiful, why do we keep it caged?” challenged Deco. In the film, the stadium is torn down as a dramatic and symbolic display of what Tiger Street
Football is all about.
www.uncagefootball.com is the digital participation platform where fans get to let Deco know what they love and hate about football and are given the opportunity to change the rules of the game. Deco will choose a new fan rule to be implemented in every match at each country the tour reaches, to showcase the best in Asian football creativity, flair and showmanship. Fans can also watch live streaming of the games and be rewarded when they help to #uncagefootball together, with attractive prizes to be won and a chance to travel to Barcelona and meet and hang out with Deco himself.
“In 2014, Tiger Street Football is going to take the beautiful game to a new level,” said Mie- Leng Wong, Tiger Global Brand Director at Heineken Asia Pacific. “We’re unshackling the rigid, overly tactical traditional form of the game; by providing a platform that offers the chance for consumers to literally change the rules and celebrate the freedom of street football, with the natural football talent that exists across Asia.”
Simon Breen, Business Director iris Singapore said, “Tiger Street Football celebrates Asian street football’s freestyle beauty in every match – led by players and viewers alike. There’s no such thing as a 0-0 bore draw and everyone has the chance to make the game even more exciting.”
The Tiger Street Football campaign launches across the region this week, and will showcase events in Cambodia on 9 August, Mongolia on 23 August and Singapore on 6 September 2014.