Chang Beer is taking its Urban Pulse series to Vietnam, partnering with Vice on a “tribute” to hip-hop originator Vietmax and his collaborators Wowy, Ha Le, DJ Slowz and SubyOne.
The tribute will premier on 18 May and a series of events across Vietnam, curated by Vietmax, will follow, helping to promote the partnership.
The campaign is the latest to come from a new major brand platform for Chang Beer, which is looking to shed its old image, literally, as it has a cleaner, greener look. The first of the platform, which took place in Singapore, took the MMA scene and saw Chang integrate itself as part of the community by putting on events and creating content.
Ronnie Teo, head of global marketing at Chang, said: “As a brand, we want to showcase artists who embody the fiery passion for excellence. We also want to recognise the unspoken bond that they forge as they encourage each other to the top of their respective crafts. After all, these values are integral to what the Chang brand stands for.”
The brand is also launching a capsule collection of streetwear, designed by Vietmax, which tell stories about his collaborators. The items will be sold online and in streetwear outlets.
The campaign, created by creative agency Iris, will also be promoted on Chang’s social channels.
Shawn Foo, deputy creative director at Iris, said: “Working with Chang we wanted to do something to elevate and celebrate the amazing dedication that Vietmax and his friends have to their underground scene. Whilst everyone is looking to the west, a new breed of artist is emerging from the east. Performers that aren’t hustling our feeds with cheap stunts. But true creatives who have had to fight censorship, stereotypes and cultural biases to stay true to their craft and are now getting the fame that they deserve.”