The Unmarketing Agency

Tiger Beer’s new campaign, “The Uncaged,” takes the idea of showcasing emerging talent and “uncaging” local heroes and focuses it on those whose approach to their craft serves a good cause.

The campaign features a group of “Uncaged Heroes” from fields like technology, dance, fashion, music, art and food.

To kick off the campaign, Tiger Beer starts by highlighting the group of Uncaged Heroes, sharing their work in a launch film that can be seen on the brand’s social media channels and campaign website.

Tiger Beer through partnerships with Hypebeast, hosts contestant submissions and direct chosen finalists to perform on stage in one of three “Uncaged Nights” events in June.

Finalists chosen from each of these three performances will then faceoff in July for a chance to be featured at The Uncaged LIVE event on Sept. 20 in Venice, Italy.

Dubai is known famously for a great many things, but street culture is not something people usually associate Dubai with. SoleDXB saw an opportunity to change that, and be the platform for all things street. Since 2015, SoleDXB has been growing in strides after strides, becoming larger and more popular with every year.

Taking product design and brand marketing as the new frontier in compelling others to think differently, create distinctively and communicate effectively. SoleDXB aims to inspire and encourage growth within the design and progressive fashion sector in the region.

The global audience have become too familiar with the stereotypical ‘street-style’ – SoleDXB wanted to step out of the boundaries with this campaign and definitely add that Middle Eastern flair, offering a window into the cultural melting pot that is Dubai.

We wanted to build and conceptualize a campaign that charged up potential consumers for the next SoleDXB event, not only from a content marketing perspective, but also from the sponsors views. The enthusiasm that was centric to the previous events, was just ready to get completely charged up.

In tribute to the Merdeka Generation, the MCI (Ministry of Communications and Information), invited us and MM2 Entertainment to come up with ideas of how to place them at the forefront.

We decided to focus on a series of story films, depicting the lives of the Merdeka Generation Singaporeans born in the 1950s, who grew up amidst the uncertainty of the nation’s formative years. The films feature how they built up Singapore’s defence, supported the industrialisation, set up homes and raised families, as well as rallied communities together.

Inspired by the lives and times of the Merdeka Generation, ‘The Merdeka Stories’ presents an anthology of short films directed by award-winning directors—Don Aravind, Martin Hong, Priscilla Ang Geck Geck, and Wee Li Lin—with local writer Jean Tay.

These 3-min films look back at memorable experiences in Singapore’s yesteryear, and celebrate the contributions of the Merdeka Generation.

Meeras was until recently a fairly small time developer, and one of Dubai’s best kept secrets. While it was never in the league of Emaar, Aldar, Nakheel and other prominent developers, it’s projects were iconic, very popular, and much level by their residents and consumers.

Driven by a desire to make life better in the UAE, Meeras wanted to go further, much further than it usually did.

Working with Wolff Olins, the branding agency of record for Meeras, we consulted with a number of divisions within Meeras, from their brand marketing team, to retail marketing, to their mall divisions also.

Meeras had always been a modest developers, but to attract the right investors, partners and talent, it needed to be robust, it needed to make some noise. Together, we agreed that Meraas’s purpose is to encourage an active urban life. It invites people to take part, to shape the spaces in which they live, work and play.

With this in place, the organization could begin the shift from silent developer to consumer-facing ‘connector’, that would speak directly to its audiences.

ADCB (or Abu Dhabi Commercial Bank) had slipped to the third position in the UAE banks. For a larger market, that wouldn’t be a big deal, but in a small market like the United Arab Emirates, where there were five prominent local banks in the sector, this represented a huge loss in market share.

Once known as a bank that understood it customers, and represented the diverse demographic of the United Arab Emirates, ADCB was quickly becoming just another financial institution.

Together with Solve Media, we saw an opportunity to evolve the brand messaging of the bank, and not correlate to the mundane financial promotions of it’s competitors.

It's been said that the first step to realising an ambition is being able to see it in your mind. So, we invited people from around the UAE to close their eyes and visualise their biggest ambitions in life being realised. We believe the clearer you can picture where you want to go, the better we can showcase ADCB as the financial solutions partner to help you get there.

With the ‘Ambition Visualized’ Campaign, we created a message that was a resounding success to it’s customers, and elevated this financial institution beyond just money.

How do you embed the story of a city in over 100 million devices, reaching 180 countries around the world? By creating a font that represents a city. Presenting Dubai Font.

Dubai Font is more than just a font. It is a brand for the city, representing its people and carrying its values. Simply known as Dubai, it was created to promote literacy and freedom of expression for all.

The project was commissioned by His Highness Sheikh Hamdan and launched by the Executive Council of Dubai in partnership with Microsoft. Dubai is the first city in the world to have its own Microsoft Font. By officially launching the font on Microsoft Office 365, brand Dubai was embedded in 100 million+ devices globally and would be seen in millions of laptops, computers and mobile phones around the world. A collaboration between multiple agencies, turned the drop-down menu of font libraries into a medium to spread brand Dubai globally.