Tiger Beer had spent years roaring to the world, but in doing so had become a tourist in its own home.
Challenge
Tiger's global "Uncage Your Roar" platform had built a loud, extroverted archetype that left young Singaporeans cold — they simply didn't see themselves in it. With SG60 on the horizon, the brand needed to reconnect urgently.
THE CAMPAIGN Turned Singaporean stereotypes
into a Source of LOCAL pride.
insight
The labels used to dismiss Singaporeans aren't weaknesses — they're a misread of something much stronger. Singapore built a nation through quiet discipline and unspoken conviction. Once I stopped trying to make Singaporeans fit the brand, and started making the brand fit Singaporeans, the entire creative direction opened up.
THE BUILD
The client initially wanted to ditch the idea of ‘ROAR’ as they felt it would never resonate with Singaporeans. But losing out on all that brand equity did not sit well with me. So I dove into the strategy with the goal of uncovering a way that Tiger could make roaring relevant to Singaporeans.
CAMPAIGN RESULTS:
Tiger became the
#1 beer associated with way of life in Singapore.
+17% Increase in
Brand Salience.
+37% increase in purchase intent.
2 million+ earned impressions.
AWARDS & RECOGNITION:
First ever campaign by :teeth to be awarded at Creative Circle Awards in Singapore.
Finalist in the
Markies Awards
2026
Fan’s Choice Award
at the Kantar Effectiveness Awards
MY ROLES:
As a Strategy Director, I uncovered the insights and sold in the narrative to the client.
As a Creative Director, I guided the ideation , and oversaw the production of the film.
As a Copywriter, I wrote the script and the lyrics to the song.