ad: Annual 2024 Now Open For Entries!
*

Droga5 and Tiger Beer create a crowd-sourced film using beer coasters

Published by

To launch the new Tiger White wheat beer in Malaysia, Tiger has put its “It all starts with White” platform to the ultimate test by giving beer drinkers the chance to be part of a major creative production unlike any other in history. Tiger Beer partnered with Droga5 in Australia alongside production company The Sweet Shop to conceptualise the ambitious Coaster campaign, the agency's last work before closing their Sydney office. And what a swan song it’s been!

Tiger Beer and Droga5 have given beer drinkers the chance to be part of a major creative production unlike any other in history

*

Coaster is the first-ever film to be conceptualised, crowd-sourced and produced by consumers using beer coasters. In December, the 14-minute movie premiered in Kuala Lumpur, Malaysia, and garnered rave reviews from guests. A suspense packed thriller, the film centres on the adventures of a young chef who is asked to cook for the same mobster that murdered his father 18 years before. International director Baltasar Kormákur helped collaborate on the production of the film, serving as mentor and guide to the budding filmmakers.

Tiger White presents COASTER (the finished film)

The Tiger Coaster project is part of a campaign for the launch of Tiger White Beer in Malaysia. Customers from bars across Malaysia were encouraged to unleash their creativity and pen their best ideas and plots on beer coasters for the chance to be part of the unique film production. It was produced in order to promote Tiger White, Asia's wheat beer, which was introduced in Malaysia this November. The message is that anybody can create anything they want, if they have the courage to start with a bold, first step.

Coaster is the first-ever film to be conceptualised, crowd-sourced and produced by consumers using beer coasters

*

The Coaster filmmaking contest took place through October and November when thousands of coasters were distributed around Malaysia's most popular bars. The coasters served as entry forms for the public and creatively-inclined participants, and online entries were also submitted through TigerCoasterFilm.com. The winning participants were assigned a wide variety of roles including director, scriptwriters, actors, stylists, assistants, and even runners for the production of Coaster. To make the experience more exciting, the acclaimed international director Baltasar Kormákur was brought into the project to help guide and mentor the bar hoppers-turned-film crew. Kormákur directed the Hollywood blockbuster movie “Everest", which opened the Venice International Film Festival last year. Starring Jake Gylenhall and Keira Knightley and based on real life events, it follows the travails of mountaineers trapped in a blizzard on Mount Everest.

Behind the Scenes

*

Mie-Leng Wong, Global Brand Director at Tiger Beer, said: “We are delighted to unveil what is possibly the most revolutionary platform ever used to produce a film. We drafted regular bar hoppers and transformed them overnight into filmmakers, with white beer coasters serving as mini-screenplays, storyboards and entry forms. Malaysian consumers are extremely savvy and creative, and we were excited to launch this contest in such a receptive and dynamic market. The production of any film, no matter how big, starts with a blank canvas. This is where creativity begins. At Tiger, we asked ourselves, what would be our beer's symbolic white page? The coaster, of course.”

The Coaster filmmaking contest took place through October and November when thousands of coasters were distributed around Malaysia's most popular bars

*

According to David Nobay, Creative Chairman of Droga5 Australia, added: “Our teams have spent considerable time in production across Asia, working on Tiger Beer. One thing really came through to us...just how much creativity is alive and kicking on the streets; from Ho Chi Min to Hong Kong and Singapore. From fashion to technology, the region feels even more on fire right now. We were keen to put all that urgency and spontaneity to work across a single creative platform and we're really pleased how quickly Malaysia grabbed the baton - first with the launch of Tiger White, and now through the debut of the world's first film to be created on coasters.”

Campaign Trailer

The winners of the Coaster filmmaking contest included individuals and professionals of diverse background and skills. Cho We Jun, a banker turned director, was selected as the director of Coaster. He said: “Not long ago I was working in a bank, following a path I didn't want to take. I've made a few films before but none like this. I never imagined working with a director like Baltasar Kormákur to produce a film on this scale.” Cho We Jun said: “The entire crew has been amazing. We come from all walks of life - bankers, engineers, flight attendants - but we all stepped out of our comfort zones and produced something that we are all extremely proud of.”

The winners of the Coaster filmmaking contest included individuals and professionals of diverse background and skills

*

Nikolas Cheah, who was selected to be the production assistant and runner on the film set, added: “I hope our project inspires others to pursue their dreams, no matter how far-fetched they may seem today. Through this contest, Tiger challenged us to take our creativity to a whole new level. Many of us will probably stick to our regular day jobs, but we will always relish this rare, once-in-a-lifetime experience to be part of a movie that the general public will get to see.”

Film Trailer

*

Comments

More Leaders

*

Leaders

Inspiring Female Leaders: An Interview with RAPP CEO Gabrielle Ludzker

Gabrielle Ludzker is not just any CEO. The current head honcho at customer experience agency RAPP has spent her career breaking away from the traditional corporate CEO stereotype. and leads to inspire rule breakers. Gabby is an inspirational rule...

Posted by: Benjamin Hiorns
ad: Annual 2024 Now Open For Entries!