Droga5 Cooks Up Cool Creative with Tiger White

Before closing the doors to its Sydney office at the end of last year, Droga5 went out with one last hurrah in an ambitious project led by a 15-minute film.

Created to promote Tiger Beer's new Tiger White in Malaysia the brand and agency joined forces with production company The Sweet Shop to create the It all starts with White platform.

The innovative project offered consumers the chance to help conceptualise, create and feature in a short film simply by using beer coasters. The entrants who had their ideas selected were then assigned a wide variety of production roles, both in front of and behind the camera.

The finished film, Coaster, is an action-packed gangster thriller telling the story of a boy's quest to avenge his father's murder. The campaign was also supported by a dedicated website featuring making of films and featurettes, all supported on social media using the hashtag #ItAllStartsWithWhite.