Tiger Beer and LePub Singapore find the courage within in new brand campaign
LePub Singapore, in collaboration with Tiger Beer, has created a new brand campaign challenging conventional ideas of courage. Rather than portraying courage as something extraordinary or reserved for the fearless few, the campaign frames it as an inner strength that people already carry within. The campaign comes to life through a cinematic film introducing Tiger’s new creative idea, “Your Inner Tiger Is More Powerful Than You Think”.
The film follows individuals facing moments that demand courage, from the gut-twisting rush of base jumping to the fear and doubt before a career-defining presentation, and the fierce determination required on a football pitch. By showcasing both adrenaline-fuelled feats and everyday acts of bravery, Tiger reframes courage as something far more relatable: an inner strength people draw on in acts big and small. It is this spirit that Tiger® aims to inspire and celebrate. The campaign builds on Tiger’s long-standing Uncage Your Tiger brand tagline, encouraging people to recognise the strength within and take the courageous step forward.
In each scene, a larger-than-life tiger is present with each courageous person, representing the tiger inside. A majestic and imposing presence with a steely, steady gaze, it keeps out of the limelight but moves with quiet power and grace.
“The creative challenge was to disruptively move beyond traditional heroism and show courage as something raw, authentic, and inherently human – something that already exists in all of us. We wanted to craft a bold visual metaphor where the Tiger becomes a mirror, reflecting each person’s inner strength. More than a campaign, we’re igniting a conversation that celebrates the courage in all of us, reminding viewers to uncage their own inner Tiger,” said Sam Fielding, Global Brand Director, Tiger® Beer.
Research conducted by Kantar for Tiger® Beer reveals that perceptions of ‘courage’ in Southeast Asia are evolving. Instead of equating courage with physical fearlessness or larger-than-life acts of heroism required to face external threats, a quieter and more personal definition is emerging.
“Courage has always been sold to us as something rare, reserved for dramatic, life-changing leaps. As a brand with courage in its DNA, Tiger® wanted to prove the opposite. In Southeast Asia especially, people found the old heroic clichés hard to relate to, so we built a creative platform that encompasses those more familiar moments – speaking up, starting over, asking for help – which deserve to be celebrated just as loudly. The Tiger in this film never roars over anyone. It watches, it reflects, and it reminds you that the strength you’re looking for is already yours,” says Stephan Schwarz, Executive Creative Director, LePub Singapore.
Your Inner Tiger Is More Powerful Than You Think kicks off in Malaysia, followed by key markets in Southeast Asia and around the world, with more activations coming soon to build momentum.
Credits
Client: Tiger® Global
President, Heineken Asia Pacific: Jacco van der Linden
Senior Director Regional Commercial APAC: SJ Heng
Global Brand Director, Tiger®: Sam Fielding
Global Marketing Manager, Communications, Tiger®: Gisselle Villarreal
Global Brand Manager, Communications, Tiger®: Vanessa Liu
Agency: LePub Singapore
Global CEO LePub, CCO LePub Worldwide: Bruno Bertelli
Global Chief Creative Officer, LePub: Cristiana Boccassini
Global Chief Creative Officer, LePub: Mihnea Gheorghiu
Managing Director: Penny Sadlier
Consultant: Ara Hampartsoumian
Chief Strategy Officer: Jordan Price
Executive Creative Director: Stephan Schwarz
Creative Director: Pedro Pedreira
Creative Director: Bruno Andrade
Senior Art Director: Sunny Chuang
Senior Art Director: Brittany Newman
Associate Creative Director: Liza Geysens
Senior Planner: Hakim AK
Group Account Director: Charlotte Powell
Account Director: Joey Lew
Account Manager: Klarissa Lee
Senior Producer: Anita Toh
Production: Cream Asia
Director: Adam Liu
Executive Producers: Michel Teicher, Timothée Salze-Lozac’h
Producers: Skye Lee, Joy Wong
DOP: Liangzi
Production Designer: Billey Kong
CGI, Music, Post-Production
CGI: 52Hz
Music studio: The
Audio Post: Neon Sound
Post-Production (Online), Main Assets: Hue
Post-Production, Digital Assets: Prodigious Singapore
