Tiger Beer Celebrates Son Heung-Min, ‘The Golden Son’ in New Campaign

The Golden Boot winner stars in his second global campaign for Tiger Beer.

To celebrate the start of this year’s football season, which kicked off last weekend, Tiger Beer has unveiled its latest global campaign – ‘The Golden Son’ – starring Official Tiger Brand Ambassador Son Heung-Min.

‘The Golden Son’ celebrates Son’s becoming the first Asian player to win the Premier League’s Golden Boot after scoring 23 goals in a single Premier League.

“As a child, I dreamed of playing for a top European football club, and I am so happy to be able to achieve more than I thought in the Year of the Tiger,” said Son Heung-Min.


“I’m proud to be partnering with Tiger Beer once again to remind everyone to stay true to their dreams and keep going – no matter what.”

‘The Golden Son’ tells Son’s incredible story of defying all challenges,” said Sean O’Donnell, Global Brand Director, Tiger Beer.


“Building on Tiger Beer’s year-long ‘Year of Your Tiger’ platform, which launched at the break of the Lunar New Year, it inspires people everywhere to dream big in the Year of the Tiger through a call to arms led by Son, who promised to chase his own boldest ambitions this year.”

Son joined Europe’s premier club competition in 2015 when he was just 23, later becoming the highest-scoring Asian player in the Champions League, the first Asian player to win the Golden Boot, and Captain of the South Korean football team.

“Tiger Beer believes that dreams should be bold and everyone can ignite the tiger inside them to pursue their dreams. Son has proved to be the ultimate Tiger by becoming the first Asian footballer to win the Golden Boot. We can’t wait to see what he does next,” added Melissa Teoh, Tiger Beer’s Global Marketing Manager, Communications and Digital.

‘The Golden Son’ will run globally starting in Vietnam, Cambodia, Singapore, Korea, Malaysia, and Myanmar.

You can follow Tiger on Instagram.


Brand: Tiger Beer (The HEINEKEN Company)

Sean O’Donnell, Global Brand Director, Tiger®

Melissa Teoh, Global Marketing Manager, Communications & Digital

Willem van den Wijngaart, Global Marketing Manager, Market & Channel

Agency: Publicis Communications

Bruno Bertelli, CEO Le Pub Amsterdam, Global CCO Publicis Worldwide & Global CCO Publicis Groupe Italy

Bela Ziemann, Global Chief Strategy Officer Publicis Italy & Le Pub Amsterdam

Ajay Vikram, Chief Creative Officer, Southeast Asia

Cyril Louis, Executive Creative Director

Joaquim Laurel, Executive Creative Director

Henrique Zirpoli, Creative Director

Ivan Loos, Creative Director

Diego Barboza, Associate Creative Director

Henrique Lamenha, Associate Creative Director

Shalom Wong, Senior Project Manager

Daniel Ho, Executive Producer

Ed Booty, Chief Strategy Officer, APAC & MEA

Prema Alexander, Planning Director

Donatien Souriau, Executive Vice President, Global Clients

Ross Henderson, Executive Vice President, Global Clients
Angelina Tan, Business Director

Lins Khoo, Account Director

Vanessa Liu, Senior Account Manager


Director: Felipe Mansur

Producer: Wal Tamagno

DOP: Diego Rosenblatt

Production Designer: Andres Zarza

First AD: Michelle Lutfy

Executives Producers: Wal Tamagno /Fernando Bonfil / Montse Cañellas / Pablo Bonfil

Off-line Editor: Dan Abraham

Audio Post: Antfood

Executive Producer: Christiane Rachel, Renato Castro, Monique Munhoz

Original Composition Composer: Lou Schmidt, Fernando Rojo, Luis Bergmann and Vinicius Nunes

Sound Designer Engineer: Bruno Broaska, Fabian Jorge, Pablo Homem de Mello and Tiago Lins

Digital Audio Junior Producer: Sheryl Lim

Sound Designer: Dione Tan

Supervisor/Online Designer: Voodoo.house, JR Catão

Color grading: Spalva, Osmar JR

Post production: KRAFTW5RKZ

Executive Producer: Bernard Tay

VFX Supervisor: Khor Swee Aik

Editorials: Yong & Timothy Tan

Online Flame Designer: Leong Beng Wee

Online Support: Team @ KRAFTW5RKZ

Colorist: Ben Conkey

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