Tiger wants young people to stop and celebrate their wins this CNY
Tiger Beer wants people to stop endlessly chasing the next big win and celebrate their achievements this Lunar New Year.
The premium beer brand has launched the 'A Bolder Tomorrow' campaign, created by Le Pub APAC, which centres around a research report revealing 90% of Gen Z and Millennials across Southeast Asia admit to putting pressure on themselves.
The campaign launched last week with a stunt in downtown Singapore which saw businessmen and women stand frozen in Tanjong Pagar to highlight the need for people to stop endlessly chasing the next big win and slow down.
Tiger has also released a film which features people so focused on their pursuit of tomorrow that they run straight past crucial moments in their life – graduations, victories, dream jobs, promotions, and accolades. Felipe Mansur of Alice Filmes directed the film.
The campaign aims to encourage "young Tigers" across Asia to stop and celebrate together this Lunar New Year. It's a response to the research report commissioned by Tiger and conducted by the independent research agency YouGov, which found 58% of young people feel pressure to live up to an "impossible standard".
What's more, the pressure is coming from young people themselves, with more than half (57%) admitting they put more pressure on themselves than their parents did, and only one in 10 southeast Asians are celebrating the small wins.
Sean O'Donnell, global brand director at Tiger Beer, said, "Tiger Beer believes that we are all born with a Tiger inside us – a version of ourselves that knows no limits to what is possible. But sometimes it can feel like the more we achieve, the further we're expected to go. This inspired last week's stunt: by freezing hundreds of people in their tracks in one of Southeast Asia's busiest downtown areas, Tiger Beer is reminding everyone to stop and celebrate the successes that got them where they are today as the first step towards achieving even bolder ambitions in 2023."
Cyril Louis, APAC ECD at Le Pub, said, "People spend the year restlessly chasing a better future. But during the festive season, afraid of the judgement of their wider family, they end up building more generic versions of themselves instead of being proud of and sharing their accomplishments and future dreams. By stopping people in their tracks, Tiger Beer is reminding everyone to come together to celebrate their achievements and talk openly about their dreams this year."