Tiger Beer’s new campaign advocates pursuing your passion
Would you leave your career to pursue a hidden passion? Many don’t in favour of more traditional and secure jobs.
Tiger Beer unveiled its latest campaign with NagaDDB Tribal – “Uncage: Awaken Your Courage” – which celebrates every day people who challenge societal conventions by leaving their promising careers to pursue their dreams.
The campaign features a short video with three local entrepreneurs, Im Cheah, Jun Chan and Herukh Jethwani who went down the road less travelled.
Im Cheah, former Creative Director, left her well-established career of 15 years in the advertising industry and went on to become the founder of Bacon It.
Jun Chan, the founder of Bowls of Steel, left behind a promising engineering career and embarked on a culinary journey with ramen.
And last but not least is Herukh Jethwani, founder of Meat the Porkers, who went against cultural norms by boldly fusing traditional Indian cuisine with pork.
NagaDDB Tribal’s Creative Director, Paul Lim said “Tiger wanted a campaign that really inspired people to take that bold step. To achieve that, we looked for stories of courage from those who’ve actually walked the talk.”
The launch comprises of a film featuring the stories of these heroes, which is shared through the brand’s social media channels and campaign website of Tiger Beer.
The campaign is also further amplified via a quiz hosted on Facebook “Find Your Tiger” that allows you to find out what kind of Tiger are you. We have a surprise instore for you.
Tiger Beer Marketing Manager Pearly Lim said, “We realise that many Malaysians are not pursuing their passions for fear of judgment from their family members or friends. And it’s understandable because of the culture we were brought up in. We usually end up doing something seen as the ‘better option’.
“As a brand, we wanted to start a movement – one that challenges social norms because we believe that everyone has a tiger inside and can achieve success if they have the courage to pursue their passions.”
Nominate Malaysia’s Best Marketers
Do you know a Bold & Brave marketer? Give us their names, because we want to celebrate them.
Held for the first time in Malaysia, the Chief Marketing Officer (CMO) Awards is here to reward the best in the business of marketing.
This award is to identify talent, transparency, tenacity and a take-charge attitude of deserving marketers. An eminent panel of industry leaders will decide on the winners.
There are 30 categories up for grabs at this year’s awards:
- Best Marketer in B2B Marketing
- Best Marketer in SME Marketing
- Best Marketer in Millennial Marketing
- Best Marketer in Data & Technology Marketing
- Rising Marketing Star – Financial Services
- Rising Marketing Star – Telco ….. and more!
All entries across all 30 categories for the inaugural year is FREE.
Send in your nominations before the closing deadline of October 26th.
The 7th Malaysian CMO Conference & Awards
Date: 16th November 2018
Venue: The Grand Ballroom, Sime Darby Convention Centre, KL.
For further details on the awards visit: www.marketingmagazine.com.my/cmo2018/awards