For Chinese New Year, Tiger Beer has created a new campaign called ‘Uncage New Beginnings.’ Ogilvy Malaysia, the agency behind the campaign, was recently awarded the social and digital accounts for Tiger beer as well.
The films tells the tale of a young man who chooses to opt out of the comfortable trappings of the family and strike out on his own, starting a tattoo parlour. He brings his disappointed father round by winning international tattoo competitions and hitting the covers of hobbyist magazines.
Speaking about the campaign, Heineken Malaysia Berhad’s marketing director Jiri Rakosnik said: “Tiger Beer is a brand with a strong and youthful identity, both visually and in our core beliefs.
“Working with Ogilvy Malaysia on this campaign has been incredibly exciting, as we’ve been able to bring this identity to life through this fantastic new film. It’s great to see this tiger finding its voice and giving a full-throated roar once again.”
Ogilvy Malaysia creative director Jarrod Reginald said: “It is not often you get a chance to work with a brand like Tiger Beer — one which is so authentic and passionate in what it does.
“We think we’ve done justice to this with our new film, with its gritty realness equally inspired by the streets of KL and the 90s Hong Kong movies our generation has grown up with.”
Apart from the film, the campaign which will run till mid-February includes promotions and millions of RMB in prizes.
Creative director: Jarrod Reginald, Pashyn Sethna
Copywriter: Andrew Perera
Art director: Elaine Liao, Fung Pik Kuan, Lai Sook Ang
Managing partner: Campbell Cannon
Group account director: Liew Wai Sim
Associate account director: Elaine Wong
Account executive: Vanessa Pang
Program director: Julie Saw
AV director: Eric Yan
AV producer: Loo Seng Tuck
Film director: Al Isaac
Director of photography: Kenz Koh
Executive producer: Diana Tang
Producer: San Wong
Audio production: 2AM
Post production: Mustang Post
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