Each year on 9 August, Singapore gathers in the biggest celebration of what is deemed the most important day in the nation’s history – National Day.
This year, Tiger disrupts conventional celebrations by paying homage to the day before, 8 August, to honour the journey of hard work and determination that brought us to our day of success.
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.
Drawing on this shared experience, Tiger released a tribute video on 8 August that champions and celebrates every moment of that journey to bring home the message that “it is what we do today that we will celebrate tomorrow”.
Titled ‘The Day Before’, the short film draws a parallel between Singapore’s transformation and Singaporeans’ journey to success.
Released intentionally the day before National Day, Tiger looks to relive the struggle-to-success moments of homegrown talents from all walks of life and how it reflects our journey as one people and one nation.
Featuring Paul and Wayne Liew from Michelin-Plated Keng Eng Kee Seafood, founder of design retailer Naiise Dennis Tay, Hokkien opera singer Lee Ah Lek, pop-rock band TKB, and fashion designer Amos Ananda Yeo, the film focuses on their memories, experiences and occasions to celebrate the Singapore spirit. “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 because we pushed against the limits to unlock possibilities and uncage potential.
It is this journey and the unwavering spirits of Singaporeans that got us here today and will drive us forward tomorrow,” said Faye Wee, Marketing Director of Asia Pacific Breweries Singapore.
Conceptualised by The Lab and produced in collaboration with The Momentum, the video airs on TV, cinema, digital and social media channels on 8 August. In the lead-up to the release of the campaign film on 8 August, Tiger also shared short teaser cuts and images created by AKA Asia across Facebook and Instagram that cast a spotlight on each talent’s journey.
Source: The Drum