Cassandra Sim
Copywriter. Ad writer. Social media creative. Content creator.
Adventure seeker. Documentary lover. ä¸æ–‡é€šã€‚
UNITE YOUR FEW
Chang Urban Pulse 2018
Chang Beer wanted to reach out to young drinkers in Hong Kong and Vietnam, but the Thai beer brand was less known for its brew, and better known for its iconic logo design on touristy tank tops sold in Thai street markets.
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To turn its cheap reputation around, we decided to help Chang fashion something else.
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Tapping on the rising influence of street culture in Asia, and collaborating with cultural experts, we featured hip-hop artists and their closest friends in documentaries, to shed light on the local urban arts scene and bring out Chang's unfaltering pursuit of craftsmanship.
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Agency: Iris Singapore
CD: Shawn Foo
Senior Art: Royston Ang
Art: Dominic Ho
Copy: Cassie Sim
Hong Kong - MastaMic & Co
Produced by HypeBeast
Vietnam - VietMax & Co
Produced by VICE
Harnessing the strength of their friendship, the rap, bboy and graffiti artists reimagined the world of Chang apparel. To launch the exclusive fashion pieces, clubs were booked in Ho Chi Minh and Lan Kwai Fong for several weeks over the campaign period.
More than just making a fashion statement, we showed the world that Chang isn't just another ordinary Thai beer, but rather a beer brand that stands for true craftsmanship and appreciates all the small things that refine and produce perfection.
Just like in every hip-hop performance, in every piece of fashion apparel,
and in every bottle of Chang.
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