BACKGROUND
For its 2013 Football programme, Tiger Beer secured former FIFA World Player of the Year,
Fabio Cannavaro(aka 'The Berlin Wall') to be their lead ambassador. Our task was to promote the tournament and get local fans down to the event - with essentially no media budget.
INSIGHT
Singapore has a legion of amateur 'midweek players' who are both passionate and committed -
and they worship the legends of the game. So what if they had a chance to play alongside one of their heroes?
and they worship the legends of the game. So what if they had a chance to play alongside one of their heroes?
IDEA
We invited local players to show off their football skills, in order to gain the ultimate accolade -
Approved by Cannavaro. The best of them would then join Fabio on the pitch at the Tiger Street Football Finals.
Approved by Cannavaro. The best of them would then join Fabio on the pitch at the Tiger Street Football Finals.
Concept Board
Logo were created to be printed on Jerseys and Collaterals.
On Facebook, player submitted photos of themselves showing off their skills.
On Facebook, player submitted photos of themselves showing off their skills.
Fabio gatecrashed a midweek football match to check out local talents.
Fabio gatecrashed a midweek football match to check out local talents.
Fabio played alongside local talents.
Those who are there are given tees for signing.
Interview.
Fabio Cannavaro's Approved Stamp.
CREDITS
CLIENT ASIA PACIFIC BREWERIES SINGAPORE
AGENCY DDB GROUP SINGAPORE, SINGAPORE
ANDREW HOOK CREATIVE DIRECTOR
MOMENTUM SINGAPORE PRODUCTION HOUSE
KENNY FOONG ART DIRECTOR
KENNY FOONG ART DIRECTOR
JASON HALL COPYWRITER
LEE CHEE KEAN/JOEY PHOTOGRAPHER
LEE CHEE KEAN HEAD OF VISUALISER
LEE CHEE KEAN / ONG CHING ONG/PENG HWEE DIGITAL IMAGING
LEE CHEE KEAN/JOEY PHOTOGRAPHER
LEE CHEE KEAN HEAD OF VISUALISER
LEE CHEE KEAN / ONG CHING ONG/PENG HWEE DIGITAL IMAGING
