In Asia, Tiger is a beer of the streets - enjoyed on sidewalks, rooftops and outdoor venues. Unfortunately, extreme levels of air pollution are driving people indoors. Tiger needed a way to reconnect people with the streets and inspire them to stand up for their environment
Air-Ink. An innovative range of street art products made entirely from air pollution. Devices were developed to capture soot from trucks, cranes and chimneys around Asia. The captured pollutants were purified and turned into safe, reliable ink. Air-Ink was then given to street artists, who used it to create murals and posters around the world, from Hong Kong to Chicago to Amsterdam.
To bring the story to the world, we created a short film for social, seeding it across key markets heavily affected by pollution. We drove social conversation through community engagement, celebrating the innovation and answering questions - from artists, engineers and every-day consumers.
After unprecedented demand, Tiger has begun manufacturing nearly 1000L of Air-Ink, committing an entire factory to its production. In 2017, Tiger will roll out Air-Ink globally, reconnecting even more people with the streets.