Tiger beer campaign encourages young Malaysians to ‘Uncage New Beginnings’

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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