Luke Somasundram

Tiger BeerSummer Puffer

How do you launch an extra-cold, extra-refreshing beer for Gen Z in tropical Asia?
Launch the first puffer jacket with a beer-powered cooling system.

Summer Puffer
Summer Puffer
Summer Puffer
Tiger Beer Summer Puffer jacket key visual
Summer Puffer jacket detail with beer-powered cooling system
Summer Puffer campaign image at Paris Fashion Week

Press

Hypebeast · Hypebae · Mashable · Esquire · DesignBoom · DailyMail · Taxi · CreativeBloq · Trendhunter · Today · Fashion United · Coeval · Bangkok Post · Juice · Campaign Brief Asia · Little Black Book · Marketing-Interactive · Marketech APAC · The Peak · Adobo Magazine · B&T

Results

  • 500+ million impressions
  • Double-digit volume growth for Tiger Crystal
  • An exclusive spot on the world's hottest stage: Paris Fashion Week 2023. Cold.

Awards

  • 🏆 ONE SHOW: Merit x2
  • 🏆 D&AD: Shortlist
  • 🏆 WEBBY: Nominee
  • 🏆 SPIKES ASIA: Shortlist x2
  • 🏆 ADFEST: Bronze
  • 🏆 SABRE Awards: Global
  • 🏆 CCA GONGS: Best of Category, Gold, Silver, Bronze