LUXURY & CULTURE
TIGER BEER ROLLS OUT
In 2016, Tiger Beer partnered with Graviky Labs founder Anirudh Sharma to harvest Hong Kong’s air pollution and recycle it into graffiti artist ink or Air-Ink. Fast forward to 2017, Tiger would partner with top graffiti artists in Berlin, London, Singapore and New York to roll out Air-Ink activiations globally. BRAYA led US PR efforts for the Gold Lion winning Outdoor campaign at Cannes.
TIGER BEER PARTNERS
In 2017, Tiger Beer signed a global sponsorship with the World Wildlife Fund (WWF) to drive awareness for the disappearance of tigers while educating the public on exactly how few are left on earth and what’s contributing to their rapid decline.
With only 3,890 tigers left living in the wild, the #3890Tiger campaign would attempt to double that number by 2022 by driving donations to WWF’s fundraising programs.
BRAYA created a celebrity driven campaign with famous Zodiac tigers including Megan Fox (Transformers, TMNT), Zachary Quinto (Star Trek, HEROES), Emily VanCamp (Captain America, Revenge) and supermodel Cintia Dicker - working with each influencer to temporarily disappear from their Instagram - mimicking tiger's disappearance in the wild - and reappearing with a custom #3890Tiger campaign filter profile picture.
RED STRIPE REGGAE
SUMFEST 2017 PRESS TRIP
Red Stripe Reggae SumFest in Montego Bay, Jamaica is the world’s largest reggae festival attracting tens of thousands of music fans from around the world. As the presenting and exclusive beer sponsor, Red Stripe has unique access to some of the biggest stars on the stage, but those stories have gone largely uncovered by US media. BRAYA created and executed a Jamaican island immersion for US media including touring the Red Stripe Brewery in Kingston, several adventures en route to Montego Bay and media interviews with the festivals biggest stars - showcasing all the incredible experiences of the laidback island and festival.
LUNAR NEW YEAR 101
With the long term goal of making Lunar New Year a US drinking occasion on par with Cinco de Mayo, BRAYA proposed the concept of Lunar New Year 101 parties in major cities including NYC and San Francisco - inviting consumers to attend and learn what the holiday is, and more importantly, how to celebrate.
Once there, BRAYA produced an experience where participants were taken through an immersion of Lunar New Year traditions, ranging from the steep mythology, to a lesson in Mah Jong, a sampling of the holiday’s food and drink and a recreation of the famous Lion’s Dance.