SINGAPORE — Tiger Beer, the number one international premium beer in Asia, has teamed up with global football icon Son Heung-Min to ignite a movement to encourage people to set aside their fears and achieve their boldest ambitions this year. The Year of the Tiger will begin at Lunar New Year on 1st February 2022 and marks the perfect opportunity to embody the symbolic power of the Tiger and uncage your bold ambitions for the year ahead.
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Son has inspired people around the world with his journey from South Korea to becoming an international football icon, who is now the highest-scoring Asian player in Europe’s premier club competition. Through dreaming big and never giving up in the face of adversity, he overcame challenges with courage and determination. Son’s journey makes him the perfect partner for Tiger Beer’s mission to help people uncage their inner tiger.
Today, Son is declaring how the Year of the Tiger is inspiring him to target his boldest ambition yet – to win a major trophy for his country. After sharing a series of emojis on his Instagram feed as part of a teaser campaign, Son is now inviting his followers to share their own bold goals for the Lunar New Year in a campaign called ‘The Year of Your Tiger’.
Sean O’Donnell, Global Brand Director, Tiger Beer, explains: “Tiger Beer was born from defying the odds with a bold and courageous spirit. Brewing beer in the tropics was thought to be impossible until we did it. Son is a global icon who perfectly embodies this spirit of Tiger Beer – he is courageous, confident, and unstoppable. We believe that we are all born with a Tiger inside us – a version of ourselves that knows no limits to what is possible – but few of us are able to uncage it. We are delighted to be working with Son to inspire people everywhere to use the Year of the Tiger as the catalyst to realise their true selves.”
Son Heung-Min, Official Tiger Brand Ambassador, adds: “Tigers are strong in the face of adversity and never back down from a challenge, they’re always bold and determined. I’ve always tried to have the courage to never give up on my dreams – even in the most difficult times. The Year of the Tiger is the perfect opportunity for all of us to dream big and focus on uncaging our true selves. I’m delighted to partner with Tiger Beer in this movement to inspire people everywhere to own the year by embodying the spirit of the Tiger.”
To kickstart his brand ambassadorship, Son stars in ‘The Year of Your Tiger’ campaign, which launches today and was created by Publicis One Team Tiger in Singapore. Directed by The Sweet Shop’s Fausto Becatti, it will roll out in all Tiger markets starting with Asia, Oceania and Brazil. ‘The Year of Your Tiger’ kicks off a year-long creative platform led by Son: over the next 12 months, Son and a cast of influential voices across Asia Pacific will share personal stories about dreaming big and how they intend to make the Year of the Tiger their own year.
Melissa Teoh, Tiger Beer’s Global Marketing Manager, Communications and Digital, says: “Tiger Beer’s brand DNA is all about inspiring people to dream big and pursue their own path, just as Son has done. In the Year of the Tiger, we plan to go beyond simply inspiring people to pursue their passions but will also empower people to do so. We’re excited to start rolling out these programs over the coming months.”
‘The Year of Your Tiger’ campaign is now rolling out globally. Watch it here.
Watch Son Heung-Min in Tiger Beer’s teaser campaign on Instagram, ‘My Year, My Goals’.
Follow @tigerbeer on Instagram and Facebook for more updates on the campaign.
Credits
TIGER BEER – The HEINEKEN Company
• Sean O’Donnell – Global Brand Director, Tiger®
• Melissa Teoh – Global Marketing Manager, Communications & Digital
• Willem van den Wijngaart – Global Marketing Manager, Market & Channel • Hannah Nottage – Global International Brands, Craft & Cider Communications Manager, HEINEKEN company
PUBLICIS ONE TEAM TIGER
• Ajay Vikram – Chief Creative Officer, Global Clients Singapore
• Henrique Zirpoli – Creative Director
• Ivan Loos – Creative Director
• Joaquim Laurel – Executive Creative Director
• Rudy Zulkifly – Associate Creative Director
• Diego Barboza – Associate Creative Director
• Henrique Lamenha – Associate Creative Director
• Breno Ribeiro – Senior Art Director
• Daniel Tolentino – Senior Art Director
• Shalom Wong – Senior Project Manager
• Daniel Ho – Executive Producer
• Jasmine Ho – Producer
• Ed Booty – Chief Strategy Officer, Asia Pacific
• Ali Rezgui – Global Strategy Lead
• Laurent Thevenet – Head of Creative Technology, Asia Pacific & Middle East and Africa • Donatien Souriau – Executive Vice President, Global Clients
• Angelina Tan – Business Director
• Lins Khoo – Account Director
• Vanessa Liu – Account Manager
PR: ARCHETYPE
• Owen Waters – Deputy Managing Consultant
• Brittany Lawrence – Account Director
MEDIA: DENTSU INTERNATIONAL
• JP Salustiano – Chief Strategy Officer, Aegis Media
FILM PRODUCTION
• PRODUCTION COMPANY – Sweetshop
o Director – Fausto Becatti
o Director of Photography – Julien Ramirez Hernan (Bangkok), Thomas Revington (London)
o Executive Producer/Managing Director – Laura Geagea
o Production Designer – Suras Kardeeroj (Salem) (BKK), Theo Boswell (London) o Executive Producer – Penny Woo
o Producer – Prim Viseshakul
• AUDIO POST – Song Zu Singapore
o Executive Producer – Donny Pereira
• MUSIC – Song Zu Singapore
o Original Composition Composer – Adrian Sergovich
o Sound Designer Engineer – Damian Waddell / Dione Tan
• POST PRODUCTION – Kraftw5rkz
o Executive Producer – Bernard Tay
o VFX Supervisor – Aik
o Editorials – Yong & Timothy Tan
o Online Flame Designer – Leong Beng Wee
o Online Support – Liew Yew Herng
o Colorist – Ben Conkey
PRINT PRODUCTION
• PRODUCTION COMPANY – Katapolt photographic management & production o Executive Producer – Adrian Appel
o Producer – Becky Humm
o Photographer / CGI Artist – Jean-Yves Lemoigne
o Senior Print Producer – Jasmine Ho
• POST PRODUCTION – Touch Digital
o Digital Imaging Artist – Luke Hutchings, Liam Connell
