Tiger Beer is marking the start of the Lunar New Year on 22 January with the launch of an integrated campaign called ‘A Bolder Tomorrow’ created in partnership with Le Pub APAC.
The campaign kicked off with an attention-grabbing campaign stunt on the streets of Singapore last weel, when passers-by at Tanjong Pagar were stunned to see people ‘frozen’ in time to highlight what’s missing in modern society – the courage to stop endlessly chasing the next big win.
“People spend the year restlessly chasing a better future. But during the festive season, afraid of the judgement of their wider family, they end up building more generic versions of themselves instead of being proud of and sharing their accomplishments and future dreams,” said Cyril Louis, APAC Executive Creative Director at Le Pub.
“By stopping people in their tracks, Tiger Beer is reminding everyone to come together to celebrate their achievements and talk openly about their dreams this year.”
To launch the message globally, Tiger Beer and Le Pub APAC have also unveiled ‘A Bolder Tomorrow’: a film highlight people who are so focused on their pursuit of tomorrow, they run straight past crucial moments in their life – graduations, victories, dream jobs, promotions, and accolades.
Directed by Felipe Mansur of Alice Filmes, it calls on young Tigers across Asia to stop and celebrate together this Lunar New Year.
The film and stunt come as new research from Tiger Beer reveals that Gen Z and Millennials in Southeast Asia are putting so much pressure on themselves to achieve, they aren’t celebrating the wins of today.
Unprecedented pressures inspire ‘A Bolder Tomorrow’ campaign
“Bolder Tomorrow”, the new research report from Tiger Beer, conducted by independent research agency YouGov, reveals that 90% of Gen Z and Millennial Southeast Asians admit to putting pressure on themselves, with a shocking 58% feeling pressured to live up to an “impossible standard”.
Surprisingly, the research revealed 57% of Southeast Asians admit that they are even putting more pressure on themselves than their parents did. Social media is playing a role in the pressure to achieve, with nearly two thirds (64%) of respondents feeling their achievements aren’t significant when they compare them to those they see on social media.
The unrealistic pressures that Gen Z and Millennials are putting on themselves are stopping them from celebrating the small wins, with just one in 10 of those surveyed saying that they always celebrate the small wins. In fact, the majority (59%) say they don’t feel that they’ve accomplished anything significant this year.
Commenting on the launch of Tiger Beer’s ‘A Bolder Tomorrow’ research report, O’Donnell adds: “As a brand that encourages everyone to pursue their passions fearlessly, we wanted to understand why young adults in Asia are putting an unprecedented amount of pressure on themselves. We were shocked to discover that many people aren’t stopping to celebrate life’s small wins, which inspired ‘A Bolder Tomorrow’ – a multi-faceted campaign with a positive message, because what’s life without celebration?”
Sean O’Donnell, Global Brand Director, Tiger Beer, said: “Tiger Beer believes that we are all born with a Tiger inside us – a version of ourselves that knows no limits to what is possible. But sometimes it can feel like the more we achieve, the further we’re expected to go. This inspired last week’s stunt: by freezing hundreds of people in their tracks in one of Southeast Asia’s busiest downtown areas, Tiger Beer is reminding everyone to stop and celebrate the successes that got them where they are today as the first step towards achieving even bolder ambitions in 2023.”
For more insights into Gen Z and Millennial Singaporeans, Malaysians, and Vietnamese download Tiger Beer’s complete ‘A Bolder Tomorrow’ report here.
Credits
“A Bolder Tomorrow” film – Credits
TIGER BEER – The HEINEKEN Company
• Sean O’Donnell – Global Brand Director, Tiger®
• Melissa Teoh – Global Marketing Manager, Communications & Digital, Tiger®
• Willem van den Wijngaart – Global Marketing Manager, Strategy, Market & Channel, Tiger®
LE PUB APAC
• Bruno Bertelli – Global CEO of Le Pub, Global CCO Publicis Worldwide & CCO Publicis Groupe Italy
• Bela Ziemann – Global Chief Strategy Officer, Le Pub
• Cyril Louis – APAC Executive Creative Director, Le Pub
• 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
• Belinda Green – Chief of Creative Strategy, Southeast Asia
• Prema Alexander – Planning Director
• Hanh Kanssen – General Manager, Le Pub APAC
• Angelina Tan – Business Director
• Lins Khoo – Account Director
• Vanessa Liu – Senior Account Manager
FILM PRODUCTION
• PRODUCTION COMPANY – Alice Filmes
o Director – Felipe Mansur
o Director of Photography – Diego Rosenblatt
o Production Designer – Andres Zarza
o First AD – Michelle Lutfy
o Executive Producer, Alice Filmes – Wal Tamagno
o Off-line Editor – Dan Abraham
• AUDIO POST PRODUCTION COMPANY – Massive Music
o Executive Producer – Donny Pereira
o Junior Producer – Sheryl Lim
o Original Composition Composer – Mitch Finglas
o Music ECD – Lindsay Jehan
o Sound Designer Engineer – Damian Enemark
• POST PRODUCTION – Rodrigo Azambuja, Renata Dalbem c/o voodoo house
o Colour Grading – Osmar Junior & Cora
• POST PRODUCTION SUPPORT COMPANY – KRAFTW5RKZ
o Executive Producer – Bernard Tay
o VFX Supervisor – Khor Swee Aik
o Offline Editor – Yong
o Online Support – Leong Beng Wee
“A Bolder Tomorrow” activation – Credits
TIGER BEER – The HEINEKEN Company
• Sean O’Donnell – Global Brand Director, Tiger®
• Melissa Teoh – Global Marketing Manager, Communications & Digital, Tiger®
• Willem van den Wijngaart – Global Marketing Manager, Strategy, Market & Channel, Tiger®
LE PUB APAC
• Bruno Bertelli – Global CEO of Le Pub, Global CCO Publicis Worldwide & CCO Publicis Groupe Italy
• Bela Ziemann – Global Chief Strategy Officer, Le Pub
• Cyril Louis – APAC Executive Creative Director, Le Pub
• Henrique Zirpoli – Creative Director
• Diego Barboza – Associate Creative Director
• Henrique Lamenha – Associate Creative Director
• Shalom Wong – Senior Project Manager
• Anita Toh – Senior Integrated Producer
• Norsiah Othman – Producer
• Belinda Green – Chief of Creative Strategy, Southeast Asia
• Hanh Kanssen – General Manager, Le Pub APAC
• Angelina Tan – Business Director
• Lins Khoo – Account Director
• Vanessa Liu – Senior Account Manager
PR: MSL Singapore
• Joanna Ong – Managing Director, PR, MSL Singapore
• Dora Sham – Associate Director, PR, MSL Singapore
• Jolynn Chan – Senior Associate, PR, MSL Singapore
• Isha Meleth – Associate-in-training, PR, MSL Singapore
ACTIVATION – FILM PRODUCTION
• Production Company – The P Film Company
o Executive Producer – Aundrea Bligh
o Director – Jon Yang
o Director Of Photography- Juan Qi An
o Producer – Carl Siahaan
o Assistant Producer – Rachel Moore
o Production Manager – Terence Tan
o Camera Operator 1 – Dion Heng
o Camera Operator 2 – Gary Lim
o 1st Camera Assistant – Matthew Chong
o 2nd Camera Assistant – Fiona Wong
o Data Wrangler – Mavis Lai
o Location Manager – Zahid Zameer
o Prop Master – Grace Koh
o Art Assistant – Gracie Koh
o Costume Maker – Choo Chiu Min
o Wardrobe Assistant – Jessica Khor
o Casting Director – Vivian Phua
o Hair / Makeup – Dollie Seah
o Hair / Makeup Assistant – Hazel Tan
o Production Coordinator – Tyan Klass
o Production Runner – Muhamad Faiz Bin Abdul Rahim
o Production Assistant – Irsyad Bin Ngadirun, Xena Kok, Mus Kasim, Muhammad Firdaus, Grace Zhang
