Tiger beer - Stop for a bolder tomorrow flash mob stunt in Singapore.

Tiger Beer, Asia’s number-one international premium beer, is marking the start of the Lunar New Year on 22 January with the launch of an integrated campaign called ‘A Bolder Tomorrow’.

Created by Tiger Beer in partnership with Le Pub APAC, ‘A Bolder Tomorrow’ kicked off with a stunt: last Thursday, passers-by at Tanjong Pagar in downtown Singapore were left stunned as busy businessmen and women stopped in their tracks, frozen in time, to highlight what's missing in modern society – the courage to stop endlessly chasing the next big win.

Sean O’Donnell, Global Brand Director, Tiger Beer, explains: “Tiger Beer believes that we are all born with a Tiger inside us – a version of ourselves that knows no limits to what is possible. But sometimes it can feel like the more we achieve, the further we’re expected to go. This inspired last week’s stunt: by freezing hundreds of people in their tracks in one of Southeast Asia’s busiest downtown areas, Tiger Beer is reminding everyone to stop and celebrate the successes that got them where they are today as the first step towards achieving even bolder ambitions in 2023.”

Cyril Louis, APAC Executive Creative Director at Le Pub, adds: “People spend the year restlessly chasing a better future. But during the festive season, afraid of the judgment of the wider family, they end up building more generic versions of themselves instead of being proud of and sharing their accomplishments and future dreams. By stopping people in their tracks, Tiger Beer is reminding people to come and celebrate together their achievements and talk openly about their dreams this year.”

“A Bolder Tomorrow” activation – Credits
TIGER BEER – The HEINEKEN Company
• Sean O’Donnell - Global Brand Director, Tiger®
• Melissa Teoh - Global Marketing Manager, Communications & Digital, Tiger®
• Willem van den Wijngaart - Global Marketing Manager, Strategy, Market & Channel, Tiger®
LE PUB APAC
• Bruno Bertelli - Global CEO of Le Pub, Global CCO Publicis Worldwide & CCO Publicis Groupe Italy
• Bela Ziemann - Global Chief Strategy Officer, Le Pub
• Cyril Louis - APAC Executive Creative Director, Le Pub
• Henrique Zirpoli - Creative Director
• Diego Barboza - Associate Creative Director
• Henrique Lamenha - Associate Creative Director
• Shalom Wong - Senior Project Manager
• Anita Toh – Senior Integrated Producer
• Norsiah Othman - Producer
• Belinda Green - Chief of Creative Strategy, Southeast Asia
• Hanh Kanssen - General Manager, Le Pub APAC
• Angelina Tan - Business Director
• Lins Khoo - Account Director
• Vanessa Liu – Senior Account Manager
PR: MSL Singapore
• Joanna Ong - Managing Director, PR, MSL Singapore
• Dora Sham - Associate Director, PR, MSL Singapore
• Jolynn Chan - Senior Associate, PR, MSL Singapore
• Isha Meleth - Associate-in-training, PR, MSL Singapore
ACTIVATION - FILM PRODUCTION
• Production Company – The P Film Company
o Executive Producer – Aundrea Bligh
o Director – Jon Yang
o Director Of Photography- Juan Qi An
o Producer – Carl Siahaan
o Assistant Producer – Rachel Moore
o Production Manager - Terence Tan
o Camera Operator 1 - Dion Heng
o Camera Operator 2 - Gary Lim
o 1st Camera Assistant - Matthew Chong
o 2nd Camera Assistant - Fiona Wong
o Data Wrangler - Mavis Lai
o Location Manager - Zahid Zameer
o Prop Master - Grace Koh
o Art Assistant - Gracie Koh
o Costume Maker - Choo Chiu Min
o Wardrobe Assistant - Jessica Khor
o Casting Director - Vivian Phua
o Hair / Makeup - Dollie Seah
o Hair / Makeup Assistant - Hazel Tan
o Production Coordinator - Tyan Klass
o Production Runner - Muhamad Faiz Bin Abdul Rahim
o Production Assistant - Irsyad Bin Ngadirun, Xena Kok, Mus Kasim, Muhammad Firdaus and Grace Zhang