Tiger Beer celebrates Singaporean pride through “Our Roar, Our Way” campaign via :Teeth
Tiger Beer closed 2024 by launching a new and exciting global brand platform, “You Never Roar Alone.” And while the campaign is powerful in its global impact, the iconic Singaporean brand knew it needed a message that was brewed fresh for its local audience. Because in a world that roars by being loud, Singaporeans roar in their own way – through action.
That’s where Our Roar, Our Way was born. As an unapologetically Singaporean beer, Tiger believes Singapore roars just as much as any nation. Just in our own steady, quiet and confident way – challenging stereotypes and conventions of what it means to be a Singaporean today.
“Tiger has been a Singaporean icon for generations, progressing alongside the nation while staying true to our rich heritage. Our values have always been intertwined with Singapore’s spirit. Our Roar Our Way brings out those shared values – Courage, Optimism and Respect and owns them in our own Singaporean way,” said Gerald Yeo, Marketing Director, Asia Pacific Breweries Singapore. “We created a local brand platform that positions Tiger as an ally who gets you and the pressure you face as a Singaporean. Whether you are a Gen Z, Millennial, Gen X. It’s the start of a very big year for us, built around SG60.”
To create this authentic connection with Singaporeans, Tiger leveraged cultural insights in close collaboration with independent local agency :Teeth.
“Many have a stereotypical view of Singapore. But the culture here runs much deeper than MBS, Gardens by the Bay and Orchard Road. I have lived here for 30 years and there are still things that separate me and a true Singaporean. It was important to reflect that,” added Stephen Kyriakou, Creative Director at :Teeth.
At the heart of the campaign is a cinematic brand film that challenges the way Singaporeans are often perceived. Through real, culturally resonant moments, it turns stereotypes on their head and shows that what some see as boring, unfriendly, quiet, kiasu or traditional are Singaporean traits that we can own in our own way and be proud of. Whether it’s the way we go all out for the people we love, express ourselves in unexpected ways, or fuse tradition with modernity, this film is a powerful reminder that no one defines us but ourselves.
Backed by a high-energy, locally produced soundtrack featuring Singaporean rapper Aditya Mirchandi Rodrigues (aka dani.kidd0), and directed by up-and-coming Singaporean Director Salihin Ramli, the film goes to great length to capture local nuances.
“We worked especially closely with our local creatives, director and artists to make sure we showed Singapore through an insider’s lens. To look past the surface, and unveil that powerful, unspoken roar with authenticity” said Diego Barboza, Creative Director at :Teeth.
This is just the beginning – Tiger will roll out more exciting initiatives throughout 2025 to celebrate SG60 and champion Singapore’s unique spirit.
Client
Brand: Tiger®
Product: Tiger Beer (Portfolio)
Client Representatives:
Marketing Director: Gerald Yeo
Marketing Manager: Yogender Sharma
Senior Brand Manager: Raine Lim
Brand Manager: Dawn Lee
Creative Agency
Agency Name: :Teeth
Founder & Creative Partner: Zee Agnew
Co-Founder & Managing Director: Ben Agnew
Creative Director & Strategy Director: Stephen Kyriakou
Creative Director: Diego Barboza
Creative Director: Mikey Batt
Head of Art: Hazyrah Mokhlas
Art Director: Chee Yi Wong
Jr. Art Director: Dion Chai
Jr. Art Director: Li Lyn Tan
Sr. Producer: Michelle Tan
Account Director: Gilda Orrù
Production Company
Production House: Very Crafty Films
Executive Producer: Daniaal Adam
Producer: Brenda Ong
Director: Salihin Ramli
Director of Photography (DOP): Alan Yap
Art Director: Chris Koh
Casting Director: Nicholas Kent Tann
Location Manager: Maybelle Wong
Production Manager: Emily Teng
On-Set Crew
Assistant Director (AD): Carl Siahaan
Ronin Tech: Danny Ng
First Assistant Camera (1st AC): Matthew Chong
Second Assistant Camera (2nd AC): Jean Anne Leong
Gaffer: Benjamin Ong
Key Grip: Eric Tan
Makeup Artist: Casey Ling
Wardrobe Stylist: Karen Kwa
Data Wrangler: Aizuddin Zainal
Post-Production
Editor: Aizuddin Zainal
Online Editor: Aizuddin Zainal, Benny Wong
Colorist: Matthew Chan
Sound Designer: FVSE
Composer: FVSE
Music Supervisor: FVSE
Additional Credits
Storyboard Artist: Creative Rain Studio
Motion Graphics Designer: Aizuddin Zainal, Amirul Affifi
Animator(s): Aizuddin Zainal, Amirul Affifi
Talents
Lead Actor(s): Wei Zhou, Dwayanne, Anne Surin, Rishi, Isaac, Jason, Risa, Madhu, Max, Alana, Khuwailath, Isaac, Benjamin, Sera
