Tiger Beer launches unique bar-top + lamp 'Tiger Lights' in key Malaysian bars via Droga5, Sydney

TigerLights_2[2].jpgIn Malaysia, alcohol advertising is heavily regulated in traditional channels, which makes point of purchase engagement more important than ever. While other brands are trying to grab attention with noisy, complex promotions and digital activations, Tiger Beer realizes that sophisticated young Malaysian consumers just weren't interested.

So to make Tiger Beer stand out, Droga5 Sydney has decided to make it part of the furnishing. The agency has launched "Tiger Lights," a unique bar-top and freestanding steel lamp that animates as people walk past. The cage design and animation has a clear and relevant link to Tiger Beer's 'Uncage' brand positioning. The campaign is all about following your own path, having the courage to pursue your passion and living life the way you want.

TigerLights_3[2].jpg"Tiger Lights" comes to life by using a little known technique called 'moiré animation,' which uses the bars of the cage to trick people's minds into seeing a looped animation from the static, underlying image. As people move towards the bar, the tiger moves with them--giving anyone who walks past an individual interaction. There was very little precedence for creating this effect in a 3D object with depth, so Droga5 tested many TigerLights_5.jpgprototypes to find the optimal animation effect, while still maintaining the appearance of a cage. The lamps were placed in key bars in Malaysia and really stood out to Tiger's cool, creative, and savvy target audience.

Agency: Droga5 Sydney
Production: Yippeekiyay
Animation: Sixty40
Illustration: Matt Huynh
Client: Heineken Asia Pacific, Guinness Anchor Berhad (GAB)
TigerLights_6.jpg TigerLights_7.jpg

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