Food & Beveridge

Colenso BBDO

In a market where familiarity breeds loyalty, Tiger took the bold step of encouraging beer drinkers to embrace the unfamiliar. The campaign platform East of What You Know immersed audiences in the brand's East Asian heritage, and tapped into the psychology of novelty-seeking, offering New Zealanders a refreshing alternative to their traditional choices.

Levi Slavin
Dave Brady
Billy Worthington
Luke Dawson
Michael Swinburn

PHOTOGRAPHY
Magdalena Wosinska