CHALLENGE

Move Thailand's original beer, Singha, beyond the traditional Thai/Asian channels and drinking occasions while connecting the brand to non-Thai/Asian consumers worldwide. Position Singha as "the exotic beer that happens to come from Thailand."

INSIGHT

Globally connect the Singha Beer brand to consumers through art, music, sports, cuisine and nightlife.

SOLUTION

The Singha Beer global campaign came to life through Television, Consumer & Trade Print, WWW, Social Media, Mobile, Outdoor, Events, Promotions, Sweepstakes and PR.

TELEVISION

The Singha TransPortraits campaign brought six world-renowned artists to bars and clubs in six cities, three countries, and three continents for a total of 11 events, and 11 works of art: The Singha TransPortraits. 

View the commercial shot at Singha TransPortraits, San Francisco featuring Kofie One below. Click each event name to experience Singha TransPortraits, Tokyo featuring senseSingha TransPortraits, L.A. featuring RETNASingha TransPortraits, Paris featuring Sun7 (pronounced "Sunset")Singha TransPortraits, New York featuring Jeff Soto; and Singha TransPortraits, Miami featuring Ryan Bubnis.

CONSUMER PRINT

TRADE PRINT

WWW

The Singha TransPortraits website and gallery allowed users to discover and experience the events.

SOCIAL MEDIA

The Singha Brewmasterpiece Facebook App:

The Singha BrewMasterpiece App invited fans to view the Singha TransPortraits commercials and share them by first "tagging" their friends' Facebook walls with Singha-inspired art.

SWEEPSTAKES