With Chinese new year starting this Friday, Rothco is rolling out a series of Tiger beer posters and in-store work in Singapore. Client Asia Pacific Breweries (APB), headquartered in Singapore, wanted a campaign for 2014 to mark the occasion. With the help of New York illustrator Victo Ngai, the agency created ads centred around a whimsical image of Chinese new year festivities which can be adapted to other Tiger markets.
To honour the start of the year of the horse, the posters feature eight hidden horses located within the collage of carp, lanterns, peach blossoms and fireworks, all circling around a depiction of the advertised brand. The highly-regarded Ngai, a native of Hong Kong, worked on the project for three months. The Tiger ads were listed by Marketing-Interactive as one of five brands that got Chinese new year marketing right.