Tiger Beer has unveiled its latest campaign with Naga DDB Tribal – Tiger Roar Project. While other brands tackle well-known influencers as the face of their campaign, Tiger Beer called for hidden Malaysian talents to take part in their latest project. The campaign highlights four local heroes from the pillars of music, art, fashion and food.
“A story about pursuing passions can easily fall into cliché territory,” said Paul Lim, Deputy Executive Creative Director of Naga DDB Tribal. “It’s fortunate we could connect with these unconventional individuals who actually walk the talk. More than just another campaign, we hope to spur our audience to obey their calling.”
The four films feature Dato’ Maw, a Malaysian Chinese rapper who aspires to bring Chinese rap to a global stage. Sonia Luhong, an aspiring pyrographer who creates art using raw materials of wood and fire. Yong Sheng, a talented fashion designer who infuses the best of Asian designs. And lastly, Kent Lee, a food enthusiast who wants to make the world’s best ‘siew yuk’ despite not having any culinary background.
“Tiger Beer brand’s commitment has always been about championing raw and unconventional talents. Art, music, fashion, even tech, come in many forms. Through this campaign, we hope to provide a platform for them to find their voice and showcase their unique skills.” – Jiri Rakosnik, Marketing Director, Heineken Malaysia Berhad.
Executive Creative Director : Paul Lim
Creative Director : Suryadipura Salleh
Senior Art Director : Simon Yip
Copywriter : Lysha Zulkifly
Business Unit Head : Kevin Teh
Senior Brand Manager : Manpreet Rai
Senior Brand Executive : Jayden Teoh
Project Management : Chris Chan
Head of Content Studio : Chen Lee Ling
Production Assistants : Thinesh Muniandy, Jenol Wai, Naomi Yap, Cashley Chen
Production House : Black Poet Production
Executive Producer : JY Lee
Producer : Pei San
Film Director : Nini Liew
Director of Photography : Jeffrey Lim
Offline Editor : Mein & Pui Yee
VFX Artists : Man Kit
Colorist : NC Nicole