Unite Your Few
Concept, Art Direction, BRAND LAUNCHChang Beer has been brewing friendships across the globe, but in foreign markets like Hong Kong and Vietnam, this Thai national beer suffers from the lack of street cred amongst the younger generation.
Instead of producing another ad or brand film, we’ve collaborated with underground rappers and artists to tell their stories of true friendships.
Chang Beer | Vice
Then we brought Chang to the streets, with parties to celebrate each unique bond formed between these cultural icons and their friends by launching a unique capsule collection for each bond.
To kickstart the campaign, documentaries were created to highlight the friendships forged between these underground cultural icons.
Limited Edition Streetwear
Every friendship was celebrated with a limited edition capsule collection drop with design elements inspired by moments that have shaped their bond.
Credits
Ed Cheong (Executive Creative Director)
Shawn Foo (Deputy Creative Director)
Royston Ang (Senior Art Director)
Dominic Ho (Art Director)
Cassandra Sim (Copywriter)
Pamella Ang (Senior Editor)