• D&AD Awards 2018
    Extended Deadline 28 Feb
  • Extended Deadline
  • 28 February
Enter now
  • Loading…

Anti-Climb / Overnight / Keys

Award: Wood Pencil

Wood Pencil / Illustration / Poster Advertising / 2009

The aim was to raise awareness of Tiger as a premium beer by reinforcing its genuine Far Eastern heritage, promoting reappraisal and trial amongst discerning 21 to 30-year-old ‘early majority’ urban male beer drinkers. The creative solution demonstrates Tiger’s desirability by conveying the lengths to which people would go to intercept the beer while in transit. The executional style of a traditional Asian woodblock illustration reinforces Tiger’s genuine Far Eastern export credentials. Posters ran in major city centres, strategically positioned to disrupt drinkers while on a night out, for example on London underground cross tracks, and as 6-sheets outside bars and in central city locations. Cities included London, Manchester, Liverpool, Birmingham, Leeds and Brighton.

Want more access to D&AD?

Join D&AD as a Free Member and you’ll be able to view winning work, enter the Awards, download New Blood briefs and get access to even more articles and videos.

Join for free I’m already a member

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again