The brief: 
Put on a new spin on the 2020 edition of the Tiger Street Food Festival.
Our Approach:
Mention street food and most people think ‘traditional’ and ‘old’. Some even think it’s dying.
Yet new, creative forms of street food are emerging that few know about. Reimagined by the ones who make them, the people who enjoy them, and the ones who’ll take them further

. So for Tiger Street Food Festival 2020, we gave the platform a glimpse into the future — by throwing the spotlight on progressive, elevated street food. And providing next-gen chefs with a global stage to showcase their unique spins on a cultural and culinary staple.

Apart from the experiential assets, we created a master film for use in all markets. It conveyed the ethos and spirit of our new theme, offering a sneak peek into the endless possibilities of tomorrow’s street food, and the people who’ll reinvent them.  
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CLIENT: HEINEKEN ASIA-PACIFIC
AGENCY: THE LAB
Executive Creative Director: Aaron Koh
Creative Director: Kevin Poh
Art Director: Joan Chong
Copywriter: Nicole Sze
Accounts: Leon Lai, Charisse Cham, Benedict Lim
PRODUCTION HOUSE: TheMomentum Pte Ltd
Director: Kenny Ong
Producer: Joshua Tan
Director of Photography: Kelvin Chew