Integrated Campaign, Film Production
Giving Tiger’s coldest new beer the coolest launch ever.
Years of global-first messaging created a significant disconnect between Tiger Beer and young Singaporeans, who didn’t see themselves in the loud, extroverted champion of roaring that Tiger had become.
But this was not just a Tiger problem - it was representative of Singaporean’s modern identity crisis - trying to find their own way to be heard in a world that increasingly rewards the loud.
Rather than try to force Singaporeans to roar loudly, we encouraged them to own the stereotypes and be proud to roar in their own way.
Traits traditionally seen as weaknesses - being reserved, quiet, or traditional - were reframed as unique sources of pride. This campaign transitioned Tiger from telling people how to act to celebrating how they actually live, proving that their specific way of doing things is their way of roaring.
We needed to build a video campaign that spoke their language and rhythm. The inspiration came from the quiet confidence of everyday Singaporeans, turning their reserved nature into a cinematic source of pride.
To signal a fresh brand voice, we co-created an original anthem with local rapper dani.kidd0. Produced entirely in Singapore, the lyrics and beat were designed to be a movement of authentic local pride.
