| Spikes Asia 2017 | ||
|---|---|---|
| Innovation | Applied Innovation | Innovation Spike |
Client: Heineken Asia Pacific Pte. Ltd.
Agency: Heineken Asia Pacific Singapore, Singapore
Entrant: Heineken Asia Pacific Singapore, Singapore
Idea Creation: Marcel Sydney, Australia
Media Placement: Starcom London, United Kingdom
Media Placement 2: Flora&Faunavisions Berlin, Germany
Media Placement 3: Starcom Singapore, Singapore
Media Placement 4: Spark Foundry New York, Usa
Media Placement 5: Curious Few, Hong Kong
Pr: Edelman Singapore, Singapore
Pr 2: Msl Hong Kong Kwun Tong, Hong Kong
Pr 3: Ogilvy Public Relations Worldwide Singapore, Singapore
Pr 4: Schroder+Schombs Pr Berlin, Germany
Pr 5: Braya New York, Usa
Production: Goodoil Films Sydney, Australia
Production 2: Heckler Sydney, Australia
Production 3: Squeak E Clean Productions Los Angeles, Usa
Additional Company: Graviky Labs Bangalore, India
Founder / Creative Chairman: David Nobay (Marcel Sydney)
Executive Creative Director: Scott Huebscher (Marcel Sydney)
Senior Copywriter: Gavin Chimes (Marcel Sydney)
Senior Art Director: Leslie Sharpe (Marcel Sydney)
Head Of Art: Emmanuel Bougneres (Marcel Sydney)
Head Of Production: Holly Alexander (Marcel Sydney)
Creative Technologist: Anirudh Sharma (Graviky Labs)
Senior Print Producer: Chris Beghin (Marcel Sydney)
Senior Print Producer: Simon Davis (Marcel Sydney)
Client Services Director: Ryan Bernal (Marcel Sydney)
Account Director: Alex Buckland (Marcel Sydney)
Chief Strategy Officer: Iona Macgregor (Marcel Sydney)
Senior Planner: Cathy Song (Marcel Sydney)
Account Manager: Knox Cassidy (Marcel Sydney)
Account Manager: Osmond Go (Marcel Sydney)
Traffic Manager: Toni Carter (Marcel Sydney)
Website URL: http://tigerbeer.com/air-ink
Describe the campaign/entry:
Air-Ink takes what is suffocating the streets, air pollution, and repurposes it to make them beautiful again. At the crossroads of technology, art and commerce, Air-Ink is a brand, a range of products, a creative community, and a campaign to celebrate the cultural power and vibrancy of the streets. As a creative idea, Air-Ink’s impact grows and changes depending on where it lives, and in whose hands. In the hands of artists, it can create thought-provoking pieces or simply beautify their street environments. In the hands of the rest of our conscientious demographic, it’s used to petition for change. The future of Air-Ink is being written this year. Tiger has handed the rights for the Air-Ink brand we created over to Graviky Labs, to give it the best chance during the next phases of lobbying on the road to its mass implementation.
Creative Execution:
Air-Ink is not only an example of a symbiotic relationship between art and science, but also one between a global brand and an entrepreneur. We had a creative idea for Tiger beer and needed a collaborator to help make it a reality. We introduced Tiger and Graviky Labs after discovering them on Vimeo. Graviky Labs were developing carbon capture technology, but with the application of our idea and branding, product design, media and PR expertise, the Air-Ink system was born and guided to become the global platform it is today. It comes from a device that fits onto the exhaust of a diesel engine and reduces carbon emissions by up to 95%, capturing them before they reach the air. The harvested carbon is purified and turned into safe, high-quality ink. The Ink is then turned into a range of products for artists to use. These products have been used by artists create art, murals and advertising in London, Hong Kong, Singapore, Chicago, Amsterdam, New York, Sydney and Berlin. Significantly more cost-effective than replacing an existing diesel fleet, it is now ready for trial and broad-scale implementation.
The Air-Ink brand has now been given to Graviky Labs to help with its acceptance for trial by governments on public transport systems, by far the biggest polluters in major cities. As governments respond to air pollution by lowering vehicle emission limits, we are due to see a wave of older vehicles, which are unable to meet these targets, rendered unroadworthy. This in itself has huge financial and environmental implications. Air-Ink is a cheap alternative to solve this problem and keep these vehicles on the road, yet within the new emission limits. The public and media support for this product have put Air-Ink in pole position for the trial in a major city, the next step on its path to mass implementation. A campaign of Air-Ink billboards and petitions in London has led to the project being currently considered for a trial on black taxi cabs.
Global premium beers reply on their provenance to drive appeal. But how can you compete with Mexico’s beaches or Europe’s history when you are beer from Asia’s streets? Our innovation takes the most negative thing associated with Tiger’s provenance (pollution) and turn it into something positive (a tool for culture and creativity). Air-Ink is a new, authentically Asian, and street-smart way to celebrate Tiger’s origins and compete. It is a long-term communication platform for Tiger Beer with exceptional PR and reach, engaging both consumers and the exposed street outlets and bars who feel the impact of pollution directly.