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RPM helps Tiger Beer to bring the best of the East's creativity to London

Tiger Beer teamed up with leading experiential agency RPM to stage the London debut of its Tiger Translate events, a spectacular East meets West showdown of creative talent, which took place at the Hearn Street Car Park, Shoreditch, London on Saturday 20 September.

The event formed part of a global initiative from the leading Far Eastern beer brand to highlight the area’s best emerging creative talent. The London event was designed to be the 2008 global showcase event, bringing together the best talent from previous Tiger Translates.

RPM worked with Tiger to create a range of experiential activities that took place over the course of the evening, including an informal platform for the artists to exchange ideas and collaborate with the headline UK artists; displays of all the artists solo work; live collaborations between eastern and western artists; and interactive element such as giving consumers the chance to paint their own canvasses which will form part of a giant mosaic on the wall. A musical line-up featuring Thai rock band Circle 22 and DJ’s Nextmen & Patchwork Pirates kept the atmosphere charged until late.

The theme for the London event was “Voyage”, for which artists in China, Singapore, India, Denmark and Mongolia undertook a series of nationwide competitions for the chance to showcase at Tiger Translate London.

Commenting on the event RPM’s Alex Webb, specialist events director, said: “The aim was to create an event that engaged young adults by presenting a vibrant vision of the Far East, seen through the eyes of its brightest young creatives, while at the same time communicating Tiger as a brand associated with young talent. The Far East’s most desirable export since 1932. This has been a fantastic event for us to work on and further strengthens our relationship with the Tiger Beer brand.

Steven Greaves marketing manager at Tiger Beer UK, commented before the event: “Tiger Translate is a fantastic platform from Tiger Beer that propels emerging artists from the Far East onto the world stage and gives them a unique opportunity to collaborate with established artists. This will be the first time Tiger Translate comes to London and we’re really excited about the impact our dynamic British artists will have on the Tiger AKAs and the resulting artwork!”

Tiger Translate first began in 2006 and to date, has uncovered over 150 talented creatives from across the Far East. After battling in competitions in their respective countries to join Tiger’s collective known as Tiger Asian Kinetic Artists (Tiger AKAs), these artists have gone on to showcase their work at Tiger Translate events in leading cities around the world including Beijing, Berlin and New York. Tiger Translate London is this year’s global showcase, which unites the best talent across all of the 2008 events into one.

October 7, 2008

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