Tiger Beer invited consumers to create their latest campaign film on the back of coasters.

Using consumers to create content can be a powerful campaign move. Making people part of the process encourages creativity and can boost brand loyalty. Just think about Apple’s iPhone 6 campaign: it was based solely on consumer content and won awards from the likes of Cannes Lion.

Recently, Tiger Beer have jumped on the co-creation bandwagon, taking the concept to a whole new level.

In their latest campaign the beer brand enlisted the help of Hollywood film director, Baltasar Kormákur, to oversee the creation of a 14 minute film.

The film, aptly named Coaster, is based on storyboard ideas drawn by consumers on the back of drinks coasters, which were distributed throughout Malaysia’s most popular bars. Those with the best ideas were then invited to help with the production of the piece. For example, a former banker named Cho We Jun was selected to direct the film.

Done in collaboration with Australia’s Drogba5 Advertising, the campaign was created to launch the Tiger White line in Malaysia.