Singapore – Tiger Beer, in collaboration with agency LePub Singapore, has launched the ‘You Never Roar Alone’ campaign, unveiling its brand evolution.
Through the campaign, Tiger builds on its ‘Uncage Your Tiger’ brand platform, reflecting the evolution of what it means to be bold.
The campaign aims to remind people of how unveiling one’s boldness to progress can be done better with support from other people. It redefines how courage does not only come internally, but also from a community.
Directed by Romain Chassaing of Solab Films, the ‘You Never Roar Alone’ campaign film follows the story of a street vendor with an ambition of growing his business. Through his family and friends, he slowly actualises his vision.
“Our research highlighted that individual progress accelerates when you connect with family and friends, and that sharing your dreams and ambitions can give you the strength and courage to keep going. This insight inspired our latest brand evolution, which introduces the idea that progress isn’t a solo act: we draw strength from the people around us who encourage us to uncage our inner Tiger,” Sean O’Donnell, global brand director of Tiger Beer, said.
“Together, the roar of their support empowers all of us individually to be bolder and unstoppable,” O’Donnell added.
“We loved the challenge of bringing Tiger’s brand evolution to life with a story about the collective spirit that fuels progress. More than a film, we are igniting a movement, reminding everyone that we are stronger when we support one another,” Stephan Schwarz, executive creative director of APAC at LePub Singapore, said.
