BRAND BUILDING Harnessing Artistic Collaborations Tiger Translate isn't only about music or art, but is a global creative platform. It brings emerging creative artists from the East and West together and showcases their artistic collaborations to entertain, engage and inspire. Through the collaboration of different artists it seeks to challenge the conventions of art. Previous Tiger Translate events have included beat boxing, creative light art and a night of UV painting. At the centre of every Tiger Translate experience is the live creative event, at which, of course, Tiger beer is served. These events are typically held in a cool, unique venue whether that's an old railway station in Phnom Penh, an art gallery warehouse in Sydney or a car park in Dubai. The creative work of the artists, often including live art, is the main focus but the events also include consumer activities such as digital graffiti or quirky photo booths to encourage consumer interaction. Tiger Translate generates fantastic social media opportunities, from event to content. It can be found on Instagram and Facebook, with the latter having a community of over 20,000 followers. The website Tigertranslate.com houses a huge catalogue of work from the 'Tiger Artists,' positioned within themes including 'Streets,' 'Metropolis' and 'Gold' which represent both Tiger beer and the fusion of East and West. It also functions as an artistic playspace and a calendar of upcoming events. Finger on the Pulse The brand essence of Tiger beer is Asian energy and the 'Pulse of the Asian Megacity'. The Tiger Translate platform allows these themes to combine, and reach their target audience in an exciting, credible way. As one of the Tiger Artists states; "What is needed today is a platform which places the emphasis on art and the creative process, and Tiger Translate is doing just that." With sales of the brand going from strength to strength, and more than 3.6 million hectolitres sold across 60 countries in 2012, their creative platform is without doubt translating into success. See the best of emerging Asian creativity on the Tiger Translate website In 2005 Tiger Translate started a dialogue between consumers and the brand in three cities using a creative platform that combines live music, motion art, digital graffiti, wall tagging, fashion, dance, social media, visual displays and more. Today the Tiger Translate footprint covers 23 cities, from London to Bangkok. In 2013 a calendar of high-profile events are planned around the world to continue to engage and inspire. I Tiger Translate events fuse together I creative artists to entertain and inspire Unleashing the Tiger For every Tiger Translate experience, detailed toolkits are developed. These include the concept for the event, content and the surrounding activities to increase the message reach. I A Tiger Translate artist adds the final I touches to his piece Edition 2 2013 World of HEIN EKEN 13

Jaarverslagen en Personeelsbladen Heineken

World of Heineken | 2013 | | pagina 13