Tiger Beer Campaign | Ignite Your Bold Ambitions | Clapboard Ad Archive

The Year of Your Tiger

Description

Launched in January 2022 in Singapore, The Year of Your Tiger campaign for Tiger Beer, crafted by Publicis One, leverages the symbolic energy of the Tiger to inspire boldness and ambition during the Lunar New Year period. Positioned as Asia’s number one international premium beer, Tiger Beer partners with global football icon Son Heung-Min to spearhead a motivational movement encouraging consumers to overcome fears and pursue their boldest dreams throughout 2022. This film-based campaign aligns with the Alcoholic Drinks industry’s festive marketing objectives, utilizing just one compelling media asset to communicate its uplifting message. Centered around the idea that 2022 is the year to break barriers and dream big, the campaign taps into the cultural significance of the Year of the Tiger, starting on February 1st, 2022, harnessing this occasion as a timely invitation for individuals to embody courage and a fearless spirit. Through evocative storytelling and the influencer power of Son Heung-Min, the campaign elevates Tiger Beer’s brand positioning while fostering an emotional connection with its audience, driving engagement by inspiring them to embrace the year with confidence, ambition, and determination. The campaign’s creative direction successfully integrates cultural relevance with aspirational messaging, reinforcing Tiger Beer’s identity as a premium, forward-thinking brand that champions boldness and achievement. Conducted entirely in English, this festive film speaks directly to the brand’s diverse, modern consumer base in Singapore, making 2022 a memorable and empowering Year of the Tiger, inviting the public to make it uniquely theirs.

Credits

Client

Tiger Beer

Agency

Publicis One

Campaign Proposition

Tiger Beer’s campaign, "The Year of Your Tiger," leverages the cultural significance of the Lunar New Year and the symbolic power of the tiger to position the brand as an enabler of bold ambition and fearless pursuit of goals. The brand proposition centers on encouraging consumers to break barriers and embrace courage to pursue their dreams, aligning Tiger Beer with themes of empowerment and confidence. By associating the brand with a period traditionally linked to renewal and personal transformation, Tiger Beer aims to deepen emotional resonance and inspire consumers to make the year their own. The market strategy integrates cultural timing, celebrity endorsement, and emotional storytelling to engage its target audience in Singapore. By launching the campaign around Lunar New Year 2022, Tiger Beer taps into a period when individuals are receptive to themes of new beginnings and aspiration. The collaboration with Son Heung-Min, a globally recognized football icon, amplifies the campaign’s appeal by connecting with sports fans and younger demographics who admire determination and excellence. The creative angle emphasizes a performance-driven narrative that encourages consumers to set aside fear and embody the tiger’s strength and boldness. This combination of cultural relevance, aspirational messaging, and influential celebrity endorsement is designed to position Tiger Beer not just as a beverage but as a catalyst for personal achievement within the competitive Food & Drink landscape in Singapore.

Creative Device

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. The campaign 'The Year of Your Tiger' prominently features global football icon Son Heung-Min, leveraging his celebrity status to embody the aspirational message of boldness, ambition, and breaking barriers. The narrative does not detail a clear product-driven story arc or demonstrate product functionality. Instead, the communication hinges on Son Heung-Min as a symbol of achievement, aligning his persona with Tiger Beer’s empowering message during Lunar New Year. This strategic use of a celebrity to drive brand message and recall aligns best with the "Ongoing Characters or Celebrities" format. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats