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Tiger Beer pays tribute to ‘The Day Before’ in National Day-themed film

The Lab has created a campaign for Tiger Beer called ‘The Day Before’ which seeks to pay homage to the hard work and struggle that made Singapore’s National Day possible.

In a press note on the campaign, Tiger Beer said: “From National Day to graduation day and opening day, everyone celebrates the actual day of our achievements. 

“Yet, it’s actually the days and days before our success that really mattered. This much-awaited big day is amassed by long hours and late nights of sheer dedication and determination.”

The film has deliberately been released on August 8 and will play out over TV, cinema, digital and social media.

The campaign features the struggles of several Singaporeans like the Michelin-starred Keng Eng Kee Seafood’s Paul and Wayne Liew; design retailer Naiise founder Dennis Tay; Hokkien opera singer Lee Ah Lek, pop-rock band TKB, and fashion designer Amos Ananda Yeo. 

Speaking about the campaign Asia-Pacific Breweries marketing director Faye Wee said: “Born and brewed in Singapore, it is in Tiger’s DNA to champion local talents and celebrate what it means to be Singaporeans. 

“By highlighting the momentous journey of each unique homegrown talent, we want to jolt Singaporeans into realising the significance of National Day by remembering the journey that brought us to our big day. 

“Whether as a local brand or a nation, we are where we are today is because we pushed against the limits to unlock possibilities and uncage potential. 

“It is this journey and the unwavering spirit of Singaporeans that got us here today and will drive us forward tomorrow.” 

The campaign was produced in collaboration with production agency The Momentum.

Credits:

Client: Tiger Beer
Creative: The Lab
Production: The Momentum
PR and Social Media: AKA Asia

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