Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?


Tiger Beer Puts the Wok to Work to Celebrate Asia's Street Food Movement

The Sweet Shop - Melbourne, 1 year, 9 months ago

The Sweet Shop's SEGA directs an ode to the perfect pan companion for Droga5 Sydney

Tiger Beer Puts the Wok to Work to Celebrate Asia's Street Food Movement

Born on the streets of Asia, Tiger Beer is the number one beer in hawker centres, street food stalls and night markets around the region. 

Now the brand is taking the heat, energy and passion of this food movement to the world with a powerful new film that brings heroics to street food and honours the universal and central symbol of Asian cuisine –the wok.

Directed by SEGA of The Sweet Shop, in collaboration with Droga5 Sydney, the 90-second film was shot over 10 days across three countries. It features striking visuals set against a rhythmic narrative, and an edgy soundtrack created by Song Zu.

“The team were very open to exploring and adding new ideas and I’ve never had so much great footage for an edit,” says SEGA. “I personally loved the copy. To me, it’s the crucial element of the commercial.”

“This spot was the perfect collaboration between a great agency, a brave client, an incredible director, and amazing crews, composers and editors,” adds Wilf Sweetland, Managing Partner of The Sweet Shop. “Produced through our Australian and Asian global network offices it ran like a jazz piece, every part of the production worked off one another, shifting and changing, until a groove was found and a truly spectacular film was created.”

David Nobay, former Creative Chairman at Droga5 Sydney, now Creative Chairman of Marcel Sydney, explains, "This project was all about elevating the everyday life of Asia's street woks to somewhere a bit magical. SEGA's cunning Spanish eye delivered just that." 

The film will run in various forms in cinemas, TV and online throughout Australia, before being rolled out across Asia and globally.  

Advertiser: Tiger Beer

Creative Agency

Creative Agency: Droga5, Sydney

Creative Chairman: David Nobay

Creative Director: Andy Fergusson

Copywriter: Gavin Chimes

Art Director: Tommy Cehak

Business Director : Richard Sweetman

Head of Content Production: Holly Alexander

Music and Sound

Sound Design: Song Zu Singapore


Editor: Andrew Holmes, Joe Morris

Post Production / VFX

Post Production House: Heckler

Production Company

Production Company: The Sweet Shop

Director: SEGA

Executive Producer: Wilf Sweetland/Edward Pontifex/Daniel Ho

DOP: Pedro Del Ray

Art Director : Jimmy Bong (KL), Darren Lovejoy (Vietnam)

Category: Alcoholic drinks , Beers

Genre: Animation , Dialogue , People