Tag: :Teeth

Singapore – Tiger Beer, alongside independent creative agency :Teeth, has launched a new campaign highlighting the true spirit of Singapore through a unique and culturally insightful lens.

Tiger’s “Our Roar, Our Way” is a bold new film that challenges the stereotypical view of Singaporeans and instead embraces the quiet, confident strength that defines the nation. The campaign goes beyond just a brand message – it’s a celebration of Singapore’s authentic spirit, and we’ve captured it through real, culturally resonant moments that locals can truly understand and be proud of. 

Whether it’s the way we go all out for the people we love, express ourselves in unexpected ways, or fuse tradition with modernity, this film is a powerful reminder that no one defines us but ourselves.

Backed by a high-energy, locally produced soundtrack featuring Singaporean rapper Aditya Mirchandi Rodrigues (aka dani.kidd0), and directed by up-and-coming Singaporean Director Salihin Ramli, the film goes to great length to capture local nuances.  

Gerald Yeo, marketing director at Asia Pacific Breweries Singapore, said, “Tiger has been a Singaporean icon for generations, progressing alongside the nation while staying true to our rich heritage. Our values have always been intertwined with Singapore’s spirit. Our Roar Our Way brings out those shared values – Courage, Optimism and Respect and owns them in our own Singaporean way.”

He added, “We created a local brand platform that positions Tiger as an ally who gets you and the pressure you face as a Singaporean. Whether you are a Gen Z, Millennial, Gen X. It’s the start of a very big year for us, built around SG60.” 

Meanwhile, Stephen Kyriakou, creative director at :Teeth, commented, “Many have a stereotypical view of Singapore. But the culture here runs much deeper than MBS, Gardens by the Bay and Orchard Road.  I have lived here for 30 years and there are still things that separate me and a true Singaporean. It was important to reflect that.”

Lastly, Diego Barboza, creative director at :Teeth, commented, “We worked especially closely with our local creatives, director and artists to make sure we showed Singapore through an insider’s lens. To look past the surface, and unveil that powerful, unspoken roar with authenticity.”

Singapore – :Teeth, a Singapore-based independent agency known for its culturally-driven and experiential approach, has expanded its creative leadership team over the past few months. The agency has been recruiting top talent to enhance its creative product for a growing client base.

Central to this growth is the appointment of Diego Barboza as creative director, joining forces with Mikey Batt. Barboza brings 14 years of experience from Brazil and Singapore, having worked with Ogilvy, DAVID, JWT, Iris Worldwide and Publicis/LePub. Batt, with 18 years in the industry across New Zealand, Hong Kong, and Singapore, continues to shape :Teeth’s creative direction.

“‘Give it Teeth’ represents the bold approach I’m eager to bring to every project,” says Barboza. “I’m excited to join a team where talent thrives, egos disappear, and great work is the priority.”

The extended creative leadership also includes Steve Kyriakou and Hazyrah Mokhlas. Kyriakou, who founded and leads Rampage :Teeth, the agency’s gaming-focused division, now serves as creative strategist across all brands while taking on creative director responsibilities for select clients. Mokhlas, as head of art, leverages her decade of experience from Havas and other respected local agencies like The Secret Little Agency, and GOVT to shape :Teeth’s visual direction.

Mikey Batt, who has been in the role for 3 years, comments on the team’s evolution, “We’re thrilled to have our full creative leadership team in place. Diego’s addition, along with Steve and Haz stepping into expanded roles, has had a remarkable impact on our work. With this type of talent and our stellar lineup of brands, the future looks very bright.”

Meanwhile, Zee Agnew, founder and creative partner at :Teeth, added, “We’ve always seen ourselves as a home where people and brands come together to create culturally impactful work. This expansion is an exciting new chapter in our story.”

Steve Kyriakou noted, “From gaming to pop culture, we’re tapping into cultural trends and tribes to develop ideas that help brands leave a mark.”

:Teeth’s client roster includes Heineken, Tiger, Guinness, Monkey Shoulder, The Balvenie, Glenfiddich, 100PLUS, Magnolia, SEASONS, Singapore University of Social Sciences and more.