Fabrik Asia SingaporeTiger Beer Singapore2023Tiger Uncage Festival
Twist to The Night x Tiger Soju
To launch Tiger Soju Infused Lager with a bold twist at Pasir Panjang Power Station, we brought Asian street culture to life with an all-Asian lineup—LeeHi, Balming Tiger, Ramengvrl, and brb. including roving local performers and show-stealing Tiger Beer-inspired spatial designs, the experience was a feast for the senses.
The project has us navigating the intricacies of branding in an unconventional venue and create tangible touch points that the audience could relate to, without changing the brand perception of Tiger Beer.
RoleArt Direction & conceptualization, Key Visual, event space and signage design
Awards→ Marketing Events Awards 2023 | Gold - Best Consumer Event: Product Launch/Relaunch
→ Marketing Events Awards 2023 | Gold - Best Event Branding
→ Marketing Events Awards 2023 | Bronze - Best Consumer Event: Arts/Culture/Entertainment
+2.8K Event Attendees | +64.4M Reach | 1.39M PR Value | +1.5M impressions
+ CreditsCD: Errol T
Art Director: Tania Sim
+ Fabrik Asia Team
● Experiential ● Social We blended Tiger's DNA with Asian culture and key moments in a three-part strategy. Fuel (Asian-inspired F&B), Spark (bustling street vibes), and Ignite (all-Asian performances)
Fuel featured the bold, two-story Twist Bar with a neon art collaboration, and with it came an array of Asian-fusion food and drinks, including surprise concoctions from a giant Gachapon.
Spark ignited with street performances and a Sub Alley packed with interactive art and games.
Ignite starred the triangular main stage with a diverse lineup of Asian artists.
The electrifying blend of experience kept the energy high all night, while it reverberated the spirit of Tiger Soju.
