By FIVE POINTS TRADING COMPANY, Special for USDR
Tiger Beer, Asia’s premium lager, is taking Air-Ink™, the world’s first ink created from air pollution, to the streets of the world. An extension of a 2016 pilot project in Hong Kong, this new initiative sees Tiger Beer driving creative collaborations between Anirudh Sharma, inventor of Air-Ink™ and co-founder of Graviky Labs, and the best emerging artists from around the world to give this breakthrough technology global attention.
Believing that the best ideas are often born on the streets and not in corporate boardrooms, Tiger is kicking off its global Air-Ink™ initiative on the streets of London before continuing on to Berlin, New York and Singapore. Demonstrating the power of creativity with purpose, resident artists in each city, including Buff Monster, KristopherH, Patrick Vale, Paul Davis and Die Dixons, will transform pollution into beautiful Air-Ink™ artworks symbolising a bright future for our cities’ streets, and inspiring others to take action.
“Tiger Beer believes in supporting people with brave ideas, and partnering with them to uncage their tiger spirit to create awareness and positive change for issues affecting our communities. Following the encouraging response to our Air-Ink™ pilot in Hong Kong, we wanted to further our support of Anirudh and Graviky’s mission against the worldwide issue of air pollution. By bringing artists and inventor together, we turned the world into a canvas for Anirudh’s message in a beautiful and transformative way, one we hope will inspire people to get behind the cause,” says Mie-Leng Wong, Global Director at Tiger Beer, HEINEKEN Asia Pacific.
Anirudh comments, “Growing up in India and experiencing the effects of air pollution first-hand motivated me to think of ways to turn this harmful pollution into something useful – purified, safe ink. After initial research at Massachusetts Institute of Technology, we spent a lot of time perfecting the technology and our ink at Graviky. Now, seeing artworks created with Air-Ink™ and displayed in major cities of the world is truly an exciting step for me and my team. A beautiful fusion between technology, science, and art, this collaborative initiative with Tiger has taken our technology further than I could have imagined.”
Delivering creativity from the streets, for the streets, NY consumers will encounter Air-Ink™ artwork throughout Manhattan. Specifically, Buff Monster’s collaboration with Tiger Beer can be seen in a mural that will be displayed in the Chelsea neighborhood, on 28th Street and 7th Avenue. Consumers will also have a chance to see this cutting edge artists’ work come to life in a “Clean Art Gallery,” that will open on Earth Day (April 22nd) at Senaspace Gallery in Soho. Consumers will be able to visit this gallery free-of-charge until its closing date on May 1st.
New York City-based participating artist Buff Monster says, “I had a lot of fun working on this campaign with Tiger Beer, and showing off how something bad can be transformed into something beautiful when science and art come together. I think it’s really progressive for Tiger Beer to get behind a unique invention like Air-Ink.”
The Air-Ink™ initiative furthers Tiger Beer’s ongoing support of those whose unconventional ideas make a positive change in their communities. Consumers can show their support and spread the word by visiting TigerBeer.com/Air-Ink presented by Tiger Beer.
Tiger Beer was born in 1932 on the streets of Singapore. A stone’s throw away from the equator, its unique tropical lagering technique meant it was able to brew a beer that would keep Asia cool. In 2015, it started using the rays of the tropical sun for brewing, with over 8,000 solar panels installed on the rooftop of its facility in Singapore. Now, every Tiger Beer produced in Singapore is brewed by the sun. It is the number one premium beer in Asia, and the world’s fastest growing premium beer, available in more than 50 markets across the globe. For more information, please visit www.tigerbeer.com.
HEINEKEN is the world’s most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a powerful portfolio of more than 250 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through “Brewing a Better World”, sustainability is embedded in the business and delivers value for all stakeholders. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We employ approximately 73,500 people and operate more than 165 breweries, malteries, cider plants and other production facilities in more than 70 countries. Heineken N.V. and Heineken Holding N.V. shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. Most recent information is available on HEINEKEN’s website: www.theHEINEKENcompany.com
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Five Points Trading Company, a HEINEKEN USA company based in White Plains, NY, is the official U.S. importer of a range of HEINEKEN’s emerging global beer brands including Red Stripe, Tiger, Birra Moretti, Affligem Belgian Blonde, Murphy’s Irish Stout, Prestige and Cerveja Sagres. For the latest information on our company and brands, visit us at http://fivepointstradingcompany.com
SOURCE FIVE POINTS TRADING COMPANY