Year of Your Tiger

Tiger Beer

2022. The Year of the Tiger. What better reason for Tiger Beer to urge fans to uncage their own Tigers within?

Tiger Beer called on a global icon befitting of its largest global campaign. One who perfectly embodies the spirit of Tiger Beer – courage, self-belief and ambition. Son Heung-Min.

We unleashed a year-long, cross-market campaign fuelled by the innovative use of celebrities, media and PR with dynamic personalisation at scale, igniting a movement that calls on people to set aside their fears and achieve their boldest ambitions. It’s not only the Year of the Tiger, it’s the Year of Your Tiger.

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