You never roar alone. Now, there’s a statement waiting for its chance to jump into the vernacular. And its chance may have come now. The statement is by LePub Singapore for Tiger Beer, leading the brand’s ambition to ignite a social movement by reminding everyone that progress is not a solo act – having the courage to succeed comes from the support of those around you.
You never roar alone evolves Uncage Your Tiger, The brand’s exhortation to push beyond limits to achieve great things. It recognises that courage and progress are not just internally driven, but fuelled by one’s tribe.
The campaign kicks off with a film about a street vendor who dreams of growing his fledgling enterprise into something much bigger, so much so, he even keeps a sketch of his dreams permanently pinned to his cart. Slowly but surely, his vision becomes a reality as friends, family – even strangers – help him through tropical storms, epic climbs, long nights and bumps in the road. The hero film was directed by Romain Chassaing of French production company, Solab Films, and is running globally. The film will eventually lead a full through-the-line campaign celebrating those who support people to achieve.
“Our research highlighted that individual progress accelerates when you connect with family and friends, and that sharing your dreams and ambitions can give you the strength and courage to keep going. This insight inspired our latest brand evolution, which introduces the idea that progress isn’t a solo act: we draw strength from the people around us who encourage us to uncage our inner Tiger. Together, the roar of their support empowers all of us individually to be bolder and unstoppable,” stated Sean O’Donnell, global brand director of Tiger Beer.
“We loved the challenge of bringing Tiger’s brand evolution to life with a story about the collective spirit that fuels progress. More than a film, we are igniting a movement, reminding everyone that we are stronger when we support one another,” added Stephan Schwarz, executive creative director, APAC at LePub Singapore.
Credits:
Client: Tiger Global
Global Brands & Commercial Capabilities Transformation Director: Natasha Maharaj Global Brand Director, Tiger: Sean O’Donnell
Global Marketing Manager, Communications & Digital, Tiger: Melissa Teoh
Global Marketing Manager, Markets, Governance & BTL, Tiger: Sam Forrest
Global Project Manager, Innovation & Design, Tiger: Erinna Salim
Agency: LePub
Global CEO LePub, CCO Publicis Worldwide: Bruno Bertelli
Global Chief Creative Officer: Cristiana Boccassini
Global Chief Strategy Officer: Bela Ziemann
Planning Director: Mirela Hincu
Executive Creative Directors: Stephan Schwarz & Cyril Louis
Associate Creative Directors: Julien Lefevre, David Campese, Yuste De Lucas & Rudy Zulkifly
Account Director: Vanessa Liu
Senior Account Director: Anna Rudashko
Account Manager: Crystal Hong
General Manager: Hanh Kanssen
Chief Production Officer: Francesca Zazzera
Producer: Nigel Kenneally
Senior Project Manager: Farhan Wahab
Product Company: Solab Films
Director: Romain Chassaing
Producer: Evan Djenki
DOP: Kate Arizmendi
Production Designer: Alexandre Vivet
First AD: Marie Le Grévellec
Executives Producers: Ta Prod – Louis Ditapichai
Offline Editor: Manuel Coutant
Post Production & VFX: Digital District
VFX Post Producer : Maeva Bonté
Colourist: Mathieu Caplanne
VFX Supervisor: Sylvain Sarradin
On Set Supervisor: Olivier Welter
Post-Production: Prodigious Singapore
Editor: Pauline Toh
Post Producer: Heng Xiao Min
Audio Post: DaHouse Audio
Executive Producer: Cassiano Derenji
Sound Design Engineers: Wonder Bettin, Zeno Mainardi
Music: Magma Music Agency
Music: K. Flay “Blood In The Cut”
Music Supervisor: Michael Bertoldini
