As part of its latest campaign, Tiger Beer, a brand within White Plains, N.Y.-based HEINEKEN USA’s Five Points Trading Co., takes the idea of “uncaging” beyond emerging talent to local heroes and focuses it on a specific type of creative: those whose bold approach to their craft serves a good cause.

Tiger Beer, a brand of Five Points Trading Co., a company of White Plains, N.Y.-based Heineken USA, announced that it is uncaging celebrations in 2018 for the Lunar New Year through retail and on-premise programming and artwork that celebrates the Year of the Dog. The artwork tells a story that celebrates the old and the new in order to reignite the appreciation and understanding of festive traditions shared with family and friends, the company says.

Tiger Beer, a brand within the Five Points Trading Co., a company of White Plains, N.Y.-based Heineken USA, announced that it is partnering with the World Wide Fund for Nature (WWF) to raise global awareness of the need to protect and double the population of wild tigers by 2022. The brand’s fully integrated Back a Ranger retail and on-premise program, including digital media, PR amplification, limited-edition packaging, point-of-sales (POS) materials and a ‘donation match’ activation, will inspire legal-drinking aged consumers to take action against the illegal tiger trade — the greatest and most immediate threat to the species worldwide, the company says.

Tiger Beer, a brand within the Five Points Trading Co., a company of White Plains, N.Y.-based Heineken USA, is embarking on a six-year global partnership with the World Wildlife Fund (WWF), starting with a $1 million donation to support the organization's tiger conservation efforts.