Creative Coasters

19.01.2016 Tiger White : Crowd-sourced : Drogba5
Tiger White present Coaster directed by Baltasar Kormákur, Malaysia

Malaysia – Tiger Beer has turned the humble drinks coaster into a means to kick-start creativity among its consumers.

  • The drinks brand has harnessed the talent of bar-goers across Malaysia in its latest campaign, which invited consumers to contribute storyboard ideas on the back of drinks coasters
  • A 14-minute film was created from the crowdsourced project, overseen by Hollywood director Baltasar Kormákur

Many new business ideas have been scribbled on the back of a beer mat or napkin after an alcohol-fuelled brainstorming session, and Tiger Beer has harnessed this idea in a recent creative campaign. Created to mark the launch of the Tiger White line in Malaysia, the brand has worked with Australia’s Drogba5 Advertising to harness the creative minds of its customers.

Thousands of blank white coasters were distributed throughout Malaysia’s most popular bars, with the invitation to storyboard film ideas. These initial concepts also acted as applications to help the production of the piece, and a select few bar-goers were then invited to be involved in the making of the film as actors, stylists, scriptwriters and runners. Even the film’s director – a former banker named Cho We Jun – was selected through this process.

To ensure a quality product, international director Baltasar Kormákur was brought in to oversee the process – hot on the heals of his blockbuster success with last year’s Everest – and the resulting 14-minute film, aptly named Coaster, was first screened to a live audience in Kuala Lumpur as well as on

The Big Picture:

Involving your community in the creative process can lead to breakthrough content. See Schemata Architects’ recent community-designed café for more on this trend.

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