Uncage the beautiful game, one rule at a time.
Have you ever watched a football match that is too defensive, with boring 0-0 draws or amateur dramatics? Together with Tiger beer, we want to uncage the beautiful game.
This campaign is started strategically after the World Cup with a film featuring well-known footballer Deco. Everything leads to our digital hub, where fans have the opportunity to suggest a rule change to the game. One rule change suggestion will then be picked by Deco and implemented in the match, where Asia’s top eight street football teams will battle against each other.
Digital art direction, Design, User experience
Creative Circle Awards – Integrated Bronze