Tiger Beer 'uncages new beginnings' for Chinese New Year

Tiger Beer is urging Malaysian consumers to follow their passions in an unconventional Chinese New Year campaign.

The ‘Uncage New Beginnings’ campaign centres around a three-minute film which tells the story of a young man who dreams of becoming a tattoo artist, but his father wants him to join the family business.

The film explores the tensions between family traditions and carving your own path and the film seeks to inspire people to follow their passion in spite of societies expectations. The film includes a strong family message, that family is forever, which is a common theme in Chinese New Year films.

The edgy film marks a different direction for the brand, which has previously focused on promotional and tactical marketing activity.

Jiri Rakosnik, marketing director of Heineken Malaysia Berhad, said, “Tiger Beer is a brand with a strong and youthful identity, both visually and in our core beliefs. Working with Ogilvy Malaysia in this campaign has been incredibly exciting, as we’ve been able to bring this identity to life through this fantastic new film. It’s great to see this tiger finding its voice and giving a full-throated roar once again.”

The campaign was created by Ogilvy Malaysia, this is the agency’s first work since being appointed to manage the social and digital accounts for Tiger Beer Malaysia.

Overall Rating
1/5 Vote

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.