When Tiger Beer recently screened a branded short film in Malaysia, hundreds of ordinary beer drinkers were in the audience -- and in the credits. The brand engaged drinkers across the country to co-create for the film, "Coaster," by asking them to submit ideas via beer coasters.
To introduce its Tiger White beer variant and the strapline, "It All Starts With White," Tiger distributed plain white coasters in bars across the country throughout October and November, and asked people to contribute ideas, illustrations and storyboards for the film.
The brand worked with Droga5 Australia (the agency's last project before it closed), engaging "Everest" director Baltasar Kormakur as "mentor" for the project. The team scrutinized thousands of ideas before picking their story: a street food chef who is engaged to cook a meal for a notorious mobster who killed his father. Winning participants were assigned a variety of roles including director, scriptwriters, actors, stylists, assistants, and even runners for the production of "Coaster." For example, Cho We Jun, a banker-turned-director, was selected as the director after submitting an application. As you can see in the behind-the-scenes film, Kormakur advised Jun on pulliing it all together via Skype sessions.
The 14-minute film was made within two months and screened on Dec.19 in Kuala Lumpur. It's a stylish and atmospheric short -- and it's hard to tell it wasn't the work of professionals.