Tiger Co-Lab

Case-study video coming soon.

Challenge
All over the world Tiger Beer has always championed creativity and alternative culture. However, in the UAE, the glitz and glamour outweighs the alternative culture. So how do you create a community of like-minded people who embody our brand in a city with so many communication restrictions?

Idea
Instead of going to the bars and talking to the masses, we did something different. Using social listening, we identified the top 10 most influential local creators and curators from various creative fields who embodied our brand. We then collaborated with them and created content that brought together like-minded people in a grassroots art movement, and turned them into our fans and loyal drinkers.