BBDO Singapore launches second part of Tiger Beer’s unofficial history of Singapore campaign

Nothing unites the people of a nation like a football game, and nothing unites the people of a football game like the Kallang Wave. But who was the man behind the Wave?

Thanks to a mysterious crate found in an abandoned bunker, Tiger Beer has uncovered his incredible story. The man’s name is Chu Beng Huat, and his meteoric rise forged a football-loving nation. Tiger Beer has an exclusive interview with him sharing his incredible rags-to-riches story.

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Tiger and BBDO Singapore have launched this, the second of two mockumentaries chronicling the ‘history’ behind Singapore’s best-loved quirks, to celebrate the nation’s 50th anniversary.

A brand synonymous with Singaporean identity and culture, Tiger Beer worked with BBDO Singapore to produce a campaign inspired by the very first Tiger Beer can, launched in 1965, the same year that Singapore gained independence. As a teaser, an aged wooden crate was buried in a bunker in Mount Faber, filled with ‘old’ Tiger bottles and cans as well as artefacts from the 1960s. The idea was to spark conversation and hype, prior to the main campaign launch.

Rene de Monchy, Head of Marketing, Asia Pacific Breweries Singapore commented, “Tiger Beer has been an intrinsic part of the Singapore identity and culture since its inception in 1932. As we celebrate the nation’s 50th birthday, we want Singaporeans to celebrate another great thing which was born in 1965 – the first Tiger Beer can. With our light-hearted campaign, Tiger aims to inspire Singaporeans to uncage their creativity and think about the origins and backstories behind some social peculiarities that have given Singapore its distinctive identity, in a fun way.”

The brand will also be releasing limited-edition adaptations of its classic 1965 theme in cans, pints and bottle format to celebrate the Golden Jubilee.

“Tiger Beer has an authentic and genuine connection to the history of Singapore that we’re proud to celebrate. It’s been fun working on this refreshing campaign with a great client”, commented Joe Braithwaite, General Manager, BBDO Singapore.

Credits –

Music and SFX Producer: Alison Yong Sut Mei