Situation

Tiger Beer needed to solidify its leadership against a sea of copycats flooding the Asian market. But as much as they try to imitate the brand colours and tone of voice, none of them has the credentials of Tiger Beer - 100% natural ingredients, more than 40 international awards, and sold in over 60 countries. A real benchmark in the region.

Brief

Explaining the brewing process can be something absolutely boring. The task was to explain why Tiger Beer is globally acclaimed in a way that is entertaining and appealing to Millennials and Gen-Z.

Objectives

We needed to transform a really boring message (product credentials) into something that people really compelled to watch, because everyone wants to be entertained. In other words, we needed to create a beer ad that didn’t look, feel, or sound like a beer ad.

In a film that showcases how Tiger Beer is brewed through the lenses of a Quality Assurance employee, EYE OF THE TIGER feels so obvious that one might instantly dismiss it.

But we didn’t. And decided to double down by partnering with Mega Ran, renowned nerd-core rapper/producer, to reinvent this rock anthem for the new generation.

Using the most iconic parts of EYE OF THE TIGER as base, we created a rap that hits like a freight train from the very first seconds of the film, thanks to Mega Ran’s powerful voice and solid delivery.

Inspired by Tiger’s brand story of defying the odds by being the first brewing beer in the tropics, the lyrics were crafted to elevate each part of the film showcasing the brewing process in the most epic way. The lyrics and track energy fully represents what Tiger Beer is, a bold, energetic brand.