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.