Tiger Beer and Le Pub celebrate the 2023 Lunar New Year and present the APAC campaign “A Bolder Tomorrow”

Tiger Beer, Asia’s number-one international premium beer, is marking the start of the Lunar New Year on 22 January with the launch of an integrated campaign called ‘A Bolder Tomorrow’.

Created by Tiger Beer in partnership with Le Pub APAC, ‘A Bolder Tomorrow’ kicked off with a stunt: last Thursday, passers-by at Tanjong Pagar in downtown Singapore were left stunned as busy businessmen and women stopped in their tracks, frozen in time, to highlight what’s missing in modern society – the courage to stop endlessly chasing the next big win.

Sean O’Donnell, Global Brand Director, Tiger Beer, explains: “Tiger Beer believes that we are all born with a Tiger inside us – a version of ourselves that knows no limits to what is possible. But sometimes it can feel like the more we achieve, the further we’re expected to go. This inspired last week’s stunt: by freezing hundreds of people in their tracks in one of Southeast Asia’s busiest downtown areas, Tiger Beer is reminding everyone to stop and celebrate the successes that got them where they are today as the first step towards achieving even bolder ambitions in 2023.”

Cyril Louis, APAC Executive Creative Director at Le Pub, adds: “People spend the year restlessly chasing a better future. But during the festive season, afraid of the judgement of the wider family, they end up building more generic versions of themselves instead of being proud of and sharing their accomplishments and future dreams. By stopping people in their tracks, Tiger Beer is reminding people to come and celebrate together their achievements and talk openly about their dreams this year.”

To launch the message globally, Tiger Beer and Le Pub APAC have also unveiled ‘A Bolder Tomorrow’: a film about people who are so focused on their pursuit of tomorrow, they run straight past crucial moments in their life –graduations, victories, dream jobs, promotions and accolades. Directed by Felipe Mansur of Alice Filmes, it calls on young Tigers across Asia to stop and celebrate together this Lunar New Year.

The film and stunt come as new research from Tiger Beer reveals that Gen Z and Millennials1 in Southeast Asia are putting so much pressure on themselves to achieve, they aren’t celebrating the wins of today.

“Life is an amazing race, but sometimes it feels like we’re always running, endlessly chasing the next big win – a feeling that many young millennials and Gen Z across Asia will relate to. We have loved working with Tiger Beer to remind people that when we make time to celebrate the small wins in life, it helps us to regain our strength and leap into the new year with confidence. Lunar years are about fresh beginnings and renewal and, at the same time a great opportunity to remind everyone that they should celebrate successes and give cherished moments the right weight in anyone’s life,” says Bruno Bertelli, Global CEO Le Pub, Global CCO Publicis Worldwide, CCO Publicis Groupe Italy.

“A Bolder Tomorrow” launches on January 16th and kickstarts a series of Tiger Beer activations planned over the Lunar New Year period in APAC.

Source: Le Pub

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