Singapore – Tiger Beer, one of the well-known premium beer brands in Asia, has launched its first campaign for the year, featuring football icon Son Heung-Min. In it, the South Korean-bord football player invites viewers to chase the boldest of their ambitions this year, which falls under the Year of the Tiger.
The ad, titled ‘The Year of Your Tiger’, features a montage of people saying ‘this is my year’, implying the inspiration they got from Son, who notes that the Year of the Tiger is inspiring him to target his boldest ambition yet – to win a major trophy for his country. In addition, the campaign’s message notes that through dreaming big and never giving up in the face of adversity, Son overcame challenges with courage and determination.
Speaking about the campaign, Son said that he is delighted to partner with Tiger Beer in this movement to inspire people everywhere to own this year by embodying the spirit of the Tiger.
“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,” he stated.
The campaign was created by Publicis One Team Tiger in Singapore and is directed by The Sweet Shop’s Fausto Becatti. The campaign will roll out in all Tiger markets starting with Asia, Oceania and Brazil. In addition, it will kick off a year-long creative platform led by Son where 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.
In regards to the campaign direction, Sean O’Donnell, global brand director at Tiger Beer explained that Tiger Beer was born from defying the odds with a bold and courageous spirit. He added that 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 realize their true selves,” O’Donnell said.
Meanwhile, Melissa Teoh, global marketing manager for communications and digital at Tiger Beer, commented, “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.”
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