Air Ink.

Tiger Beer needed a brand-platform act that meant something about Asia, made by Asia, in a category whose cultural ambition stopped at silk and tigers. The brief was something the category genuinely couldn't do.

The defining shared experience of growing up in modern Asia isn't a beverage. It's the air. Pollution is a fact of urban life, and street art is one of the few public forms of expression that shows up on the same walls that absorb it. The connection was already there. Nobody had used it.

We worked with Tiger Beer and scientists to capture soot from vehicle exhausts and refine it into safe, high-quality ink: Air-Ink, the first ink made from air pollution. We sent it to street artists around the world. We supported the launch with bespoke social content per market, translated into local languages and pointed at local interest areas.