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By Amy Houston | Senior Reporter

August 12, 2022 | 3 min read

In celebration of the start of the football season, Tiger Beer has unveiled a global campaign starring footballer Son Heung-Min.

‘The Golden Son’ tells the incredible story of Heung-Min’s journey and showcases all of the challenges he had to overcome to become one of the greatest footballers of the modern era. “It took them a while to notice me,” the soccer star says during the ad. “But now, they just can’t stop watching.”

He went from South Korea to a career at Premier League club Tottenham Hotspur, and in May became the first Asian player to win the Premier League’s Golden Boot for his achievements in football.


Brand: Tiger Beer (The Heineken Company)

Sean O’Donnell, Global Brand Director, Tiger

Melissa Teoh, Global Marketing Manager, Communications & Digital

Willem van den Wijngaart, Global Marketing Manager, Market & Channel

Agency: Publicis Singapore

Ajay Vikram, Chief Creative Officer, Global Clients Singapore

Cyril Louis, Executive Creative Director

Joaquim Laurel, Executive Creative Director

Henrique Zirpoli, Creative Director

Ivan Loos, Creative Director

Diego Barboza, Associate Creative Director

Henrique Lamenha, Associate Creative Director

Shalom Wong, Senior Project Manager

Daniel Ho, Executive Producer

Ed Booty, Chief Strategy Officer, Asia Pacific

Prema Alexander, Planning Director

Donatien Souriau, Executive Vice President, Global Clients

Ross Henderson, Executive Vice President, Global Clients

Angelina Tan, Business Director

Lins Khoo, Account Director

Vanessa Liu, Senior Account Manager


Director: Felipe Mansur

Producer: Wal Tamagno

DOP: Diego Rosenblatt

Production Designer: Andres Zarza

First AD: Michelle Lutfy

Executives Producers: Wal Tamagno /Fernando Bonfil / Montse Cañellas / Pablo Bonfil

Off-line Editor: Dan Abraham

Audio Post: Antfood

Executive Producer: Christiane Rachel, Renato Castro, Monique Munhoz

Original Composition Composer: Lou Schmidt, Fernando Rojo, Luis Bergmann and Vinicius Nunes

Sound Designer Engineer: Bruno Broaska, Fabian Jorge, Pablo Homem de Mello and Tiago Lins

Digital Audio Junior Producer: Sheryl Lim

Sound Designer: Dione Tan

Supervisor/Online Designer:, JR Catão

Color grading: Spalva, Osmar JR

Post production: KRAFTW5RKZ

Executive Producer: Bernard Tay

VFX Supervisor: Khor Swee Aik

Editorials: Yong & Timothy Tan

Online Flame Designer: Leong Beng Wee

Online Support: Team @ KRAFTW5RKZ

Colorist: Ben Conkey

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