tiger beer

For the Chinese New Year of the Tiger of 2022, Tiger Beer has signed on global icon Son Heung-Min as its ambassador, to showcase the beer's mission to help people uncage their inner tiger in the Year of The Tiger.

From a South Korean professional footballer to becoming an international icon from Asia, Son endorse the message to dream big and ignite a movement to encourage people to turn the Year of The Tiger into The Year of Your Tiger in 2022.

Tiger Beer
The Year of your Tiger

Integrated Campaign

Global
2022

Art Direction
Design System

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The campaign rolled out globally at the beginning of 2022, focusing on new western markets such as the UK where Son plays football.

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In South Korea, we launched a branded content interview in partnership with Hypebeast.

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We amplified the campaign by developing an AR Filter that brings our key visual to life in an interactive manner.

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