'Uncaging' the Asian male for Tiger

  • Tiger is on a mission to uncage the restless energy of the Asian male. To inspire creative development, the brand wanted to tap into consumers’ dreams and tensions, and uncover how best to bring the ‘Uncage’ theme to life in 2016

    We identified the tensions and desires of young men in the region, inspiring new ways to understand their ‘cages’. We embedded these learnings in a planning workshop, helping Tiger’s agencies collaborate to create the next big ‘Uncage’ idea

    What resulted was an impactful and nuanced creative idea, rooted in consumer reality, with the flexibility to work across different markets and channels