As Asia’s iconic beer brand, Tiger Beer took on the challenge of making Chinese New Year celebrations a truly global affair, with the introduction of a bold Tiger greeting – seven words that the world could easily get behind:

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pronounced as: HU HU SHENG WEI, HE XIN NIAN

We kickstarted the campaign with celebrities and influencers from all over the world – including Liam Hemsworth, TV star Norman Reedus, model Emily Ratajkowski, NBA player Chris Bosh, Chelsea Football Club player Diego Costa and more, greeting the world in Mandarin.

It was a hit with their fans, with many submitting their video responses, which our online platform instantly stitched together into entertaining, easy-to-share video greetings.

Developed in celebration of one of Asia's most culturally significant festivals, this illustration captures the rich history of Chinese cultural symbols through traditional fine art, at the same time, reflects the essence, excitement and anticipation of the mythical race through bustling city lights.

This visual was developed in collaboration with critically acclaimed visual artist and illustrator James Jean (USA), creative 3D designer Rizon Parein, and the creative practice at The Secret Little Agency, TSLA (Singapore).

We invited the world to #SAYITWITHTIGER, and they responded with a resounding roar:

• Submissions from every continent except Antarctica (including Germany, Spain & Nigeria)

And when people weren’t recording their video greetings, they were busy talking about it:

• Over 132 million campaign impressions

• Over 34 million social interactions (likes, comments, shares, page views) from around the world

Through the campaign, Chinese New Year is no longer a festival celebrated only by some, it has truly become a part of the global cultural conversation, all thanks to Tiger Beer.