Tiger Street Football (TSF) is an activation platform created by Iris that has been running for a few years around the region.
In conjunction with the new Tiger Beer "Uncage" brand campaign, TSF needed to be refreshed to belong in the same space too.
The strategy was basically to "Uncage" the beautiful game. I mean, look at football — boring 0-0 draws, divers, cheaters, time-wasters, rigid tactics, parking the bus, Luis Suarez... it's hardly a beautiful game sometimes.
But street football is pure. It's all about the game the way it should be played. With skill, joy and intensity.
So to bring back the beautiful game, we let fans change the most sacred part of football — the rules.
• Case study video
• World Cup hijack - social posts
While I was in Brazil for the World Cup (it was a holiday), I wrote these FB posts minutes after matches for his 400,000+ fans.
The posts linked out to a Thunderclap page where Deco rallied fans to join his movement.
• Launch video
Directed by Rohan Blair-Mangat out of Stink Shanghai.
