The Heineken owned beer brand Tiger Beer teamed up with Korean captain and Tottenham Hotspur striker Son Heung-Min to front a multi-market, multi-channel ‘Year of Your Tiger’ campaign
The athlete ambassador advises people to make the ‘Year Of The Tiger’ the ‘Year Of Your Tiger’ in an integrated campaign – which runs under the brand’s ongoing ‘Uncaged’ marketing platform – and which aims to ignite a movement and encourage people to set aside their own fears and ‘uncage’ bold ambitions for the year.
The footballer himself states that the Year of the Tiger is inspiring him to target his boldest ambition yet – to win a major trophy for his country.
Created by the Publicis One ‘Team Tiger’ marketing group (a team based in Singapore and creatively led by Ajay Vikram), the campaign kicked off when the attacker shared a series of emojis on his own Instagram feed as part of a teaser phase in which he invited followers to share their own bold goals for the year.
The main launch thrust came via a hero film directed by The Sweet Shop’s Fausto Becatti.
Called ‘My Year, My Goals’, the hero spot was supported by a reveal film which both launched socially on 4 January and rolled out globally in multiple language formats.
Other strands of the campaign will see Tiger packaging include QR codes for downloading and sharing campaign content, while the brand will also roll out more creative via its TV partnerships and out-of-home channels.
The campaign’s PR was handled by Archetype with media run through Dentsu International.
‘The Year of Your Tiger’ campaign rolls out in all Tiger markets starting with Asia, Oceania and Brazil and the January work marks the start of a year-long creative platform led by Son.
Indeed, over the next 12 months Son will lead a group of influential voices across the Asia Pacific region in sharing personal stories about dreaming big and how they intend to make the Year of the Tiger their own year.
Son Heung-Min commented: “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.”
The beer’s Global Brand Director Sean O’Donnell explained that the Korean-born star was the perfect endorser for the 2022 campaign which marks a year in which the brand celebrates its own 90th anniversary and also, from the 1 February Lunar New Year, is also be the Year of the Tiger
“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,” explained O’Donnell. “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’s inspirational football journey from South Korea to the Premier League and becoming the highest scoring Asian player in the competition is positioned as a template for dreaming big and never giving up.
“We wanted to make sure that we launched at the start of the new year, where people are starting to make their resolutions for the 12 months ahead,” O’Donnell continued. “I think people are probably reflecting a lot on what’s happened over the last 24 months and starting to think, ‘What does my future hold?’ And so we thought it was a perfect time to share what Tiger believes in and really try to inspire consumers to step forward and take that next step to chase their big dreams for next year.”
The campaign was briefed in by Tiger Beer marketing team led by Global Brand Director Sean O’Donnell, Global Marketing Manager, Communications & Digital Melissa Teoh, Global Marketing Manager, Market & Channel, Willem van den Wijngaart and Global International Brands, Craft & Cider Communications Manager Hannah Nottage.
It was devised and created by a group at Publicis One Team Tiger which included Chief Creative Officer, Global Clients Singapore Ajay Vikram, Creative Directors Henrique Zirpoli and Ivan Loos, Executive Creative Director Joaquim Laurel, Associate Creative Director Rudy Zulkifly, Associate Creative Director Diego Barboza, Associate Creative Director Henrique Lamenha, Senior Art Director Breno Ribeiro, Senior Art Director Daniel Tolentino, Senior Project Manager Shalom Wong, Executive Producer Daniel Ho, Producer Jasmine Ho, Chief Strategy Officer, Asia Pacific Ed Booty, Global Strategy Lead Ali Rezgui, Head of Creative Technology, Asia Pacific & Middle East and Africa Laurent Thevenet, Executive Vice President, Global Clients Donatien Souriau, Business Director Angelina Tan, Account Director Lins Khoo and Account Manager Vanessa Liu.
The team at PR specialists Archetype was led by Deputy Managing Consultant Owen Waters and Account Director Brittany Lawrence and the media planning at Dentsu International was spearheaded by Chief Strategy Officer, Aegis Media JP Salustiano.
The film production company was Sweetshop with Director Fausto Becatti, Directors of Photography Julien Ramirez Hernan (Bangkok) and Thomas Revington (London), Executive Producer/Managing Director Laura Geagea, Production Designers Suras Kardeeroj (Salem) and Theo Boswell (London), Executive Producer Penny Woo and Producer Prim Viseshakul. Plys digital post production from Touch Digital’s Digital Imaging Artists Luke Hutchings and Liam Connell.
Audio post and music was handled by Song Zu Singapore with post production from Kraftw5rkz, print production by Katapolt and
Comment
Owned by Heineken, Tiger Beer is Asia’s number one international premium beer. According to the brand’s backstory, in 1932 when Tiger started in Singapore most expert brewers said quality beer simply couldn’t be brewed in an equatorial climate and it is this idea of defying conventional wisdom and the odds which the campaign champions and highlights in the form of Son’s own soccer story.
Indeed, as 2022 begins, Son has just won just won ‘Best Footballer in Asia’ for the fifth consecutive year and he will play a key role in Spurs Premier League tilt as well as leading South Korea at the Qatar World Cup.
He has been chosen to engage Tiger’s primary ‘new progressives’ target market: a target consumer segment which spans the brand’s key markets and share future-facing ambition and outlook in common and yet also differ in many ways – from culture to language – market-by-market.
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