Tiger Beer is the beer of the streets. A majority of its revenue (62%) comes from street-food outlets and outdoor venues and Tiger has a history of supporting street culture in activations and events.  The brief was to come up with an unconventional idea that would achieve two goals: First, cut-through marketing noise to engage a young generation of beer drinkers with something honest and striking.

Second, strengthen the relationship with independent street outlets and edgy bars they attend.  Tiger does not have the media spend of other global premium beer brands and needed something provocative that would work streets-up, generating PR and earned reach.  The insight was that Tiger’s street heritage loses all value and meaning if people can’t actually enjoy street culture and street life. The real enemy is bigger than any competitor.  It is in the air we breathe.  

Innovative devices were fitted to a fleet of Tiger delivery trucks, capturing 95% of their pollution before it reached the air. The harvested carbon was purified and turned into safe, high-quality ink. Air–Ink pens and markers were sent to street artists and activists around the world. They used them to reclaim the streets, using prominent roadside billboards in major cities around the world, buildings, posters and petitions.  The fleet of Tiger delivery trucks also served as mobile posters for the campaign as they harvested the pollution live on the streets of London.

We partnered with Anirudh Sharma, the inventor of the soot-converting technology, to develop devices that attached to exhausts of ferries, cranes and Tiger Beer delivery trucks. These captured pollution before it reached the air.  The harvested carbon was purified and turned into safe, high-quality ink. The ink was then made into a range of pens aimed at use by professional artists and the general public. With Tiger Beer being a premium product, the pens took inspiration from luxury packaging as the design had to look as precious as the ink itself. To give the packaging the integrity to support the idea, everything was kept black and white and printed with Air-Ink itself.