Tiger Beer picks Ogilvy Malaysia for social duties, launches CNY campaign

Tiger Beer has appointed Ogilvy Malaysia for social and digital duties for a year. Ogilvy's spokesperson told A+M that no pitch was held and the incumbent for the account is C27. Both parties have since collaborated on a campaign for Chinese New Year which urges consumers to "Uncage New Beginnings".

The latest film features an edgy, street-inspired brand positioning and tells the story of a young man who dreams of becoming a successful tattoo artist, which puts him at odds with his father’s traditional viewpoints. This is in line with the company's "Uncage" platform which seeks to inspire people to follow their passion in spite of societal expectations.

Avoiding traditional Chinese New Year clichés in favour of telling a real, relatable story, the film ends with a message that still resonates at this time of year – that family is forever.

Jiri Rakosnik, marketing director of Heineken Malaysia, said Tiger Beer is a brand with a "strong and youthful identity", both visually and in its 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," he said.

“It’s not often you get a chance to work with a brand like Tiger Beer – one which is so authentic and passionate in what they do. We think we’ve done justice to this with our new film, with its gritty realness equally inspired by the streets of Kuala Lumpur and the 90s Hong Kong movies our generation has grown up with,” said Jarrod Reginald, creative director at Ogilvy Malaysia.

Campaign credits:

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