February 5, 2023

Digital Marketing Education

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Tiger Beer – Cheers for a bolder tomorrow (2023) :60 (Singapore) Adland®

A CEO, a chef, and a rockstar run through the night city with a tiger, symbolically chasing tomorrow. Chasing bigger achievements. Tiger Beer wants everyone to just stop, take a second to look around, and celebrate their wins, no matter how big or small.

Based on the insight that 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. 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.


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