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.