Campaign SpotlightPress Release

Campaign Spotlight: The ‘Golden Son’ shines in Tiger Beer’s latest spot with ambassador Son Heung-Min

SINGAPORE — To celebrate the start of this year’s football season, which kicked off last weekend, alchoholic beverage brand Tiger Beer has unveiled its latest global campaign, “The Golden Son,” starring Official Tiger Brand Ambassador Son Heung-Min.

“The Golden Son” celebrated Son’s most recent triumph: in May, he became the first Asian player to win the Premier League’s Golden Boot after scoring 23 goals in a single Premier League season, making him one of the greatest footballers of the modern era.


The campaign portrayed Son’s incredible story of defying all challenges. Building on Tiger Beer’s year-long “Year of Your Tiger” platform, which launched at the break of the Lunar New Year, it aimed to inspire people everywhere to dream big in the Year of the Tiger through a call to arms led by Son, who promised to chase his own boldest ambitions this year.

“Tiger Beer was born in Singapore, defying the odds by brewing a high-quality beer in the tropics when others said it was impossible to do so. Similarly, Son started out as an unknown Asian player who is now celebrated around the world. He encapsulates our belief that everyone has an inner Tiger that’s ready to be uncaged, and that boldness finds a way,” said Sean O’Donnell, global brand director, Tiger Beer.

Son Heung-Min, official Tiger brand ambassador, said, “As a child, I dreamed of playing for a top European football club, and I am so happy to be able to achieve more than I thought in the Year of the Tiger. I’m proud to be partnering with Tiger Beer once again to remind everyone to stay true to their dreams and keep going – no matter what.”

Son joined Europe’s premier club competition in 2015 when he was just 23, later becoming the highest-scoring Asian player in the Champions League, the first Asian player to win the Golden Boot, and Captain of the South Korean football team.

“Tiger Beer believes that dreams should be bold and everyone can ignite the tiger inside them to pursue their dreams. Son has proved to be the ultimate Tiger by becoming the first Asian footballer to win the Golden Boot. We can’t wait to see what he does next,” said Melissa Teoh, Tiger Beer’s global marketing manager, communications and digital.

Cyril Louis, executive creative director at Publicis Groupe, added, “Football is a huge passion point in Asia, with over one billion fans. Son’s story transcends football – we think the boldness of his journey will inspire everyone about what it takes to be on a world stage. Working with Son to share his story has been an absolute honor.”

“The Golden Son” will run globally starting in Vietnam, Cambodia, Singapore, Korea, Malaysia, and Myanmar.

Follow Tiger Beer on Instagram and Facebook for more updates on the campaign.



Sean O’Donnell Global Brand Director, Tiger®
Melissa Teoh Global Marketing Manager, Communications & Digital Willem van den Wijngaart Global Marketing Manager, Market & Channel

Bruno Bertelli, CEO Le Pub Amsterdam, Global CCO Publicis Worldwide & Global CCO Publicis Groupe Italy
Bela Ziemann, Global Chief Strategy Officer Publicis Italy & Le Pub Amsterdam
Ajay Vikram, Chief Creative Officer, Southeast Asia
Cyril Louis, Executive Creative Director
Joaquim Laurel Executive Creative Director
Henrique Zirpoli Creative Director
Ivan Loos Creative Director
Diego Barboza Associate Creative Director
Henrique Lamenha Associate Creative Director
Shalom Wong Senior Project Manager
Daniel Ho Executive Producer
Ed Booty Chief Strategy Officer, Asia Pacific
Prema Alexander Planning Director
Donatien Souriau Executive Vice President, Global Clients Ross Henderson Executive Vice President, Global Clients Angelina Tan Business Director
Lins Khoo Account Director
Vanessa Liu Senior Account Manager

Alice Filmes Alice Filmes
Director Felipe Mansur
Producer Wal Tamagno
DOP Diego Rosenblatt
Production Designer Andres Zarza
First AD Michelle Lutfy
Executives Producers Wal Tamagno /Fernando Bonfil / Montse Cañellas / Pablo Bonfil
Off-line Editor Dan Abraham
Executive Producer Christiane Rachel, Renato Castro, Monique Munhoz

Original Composition Composer Lou Schmidt, Fernando Rojo, Luis Bergmann and Vinicius Nunes
Sound Designer Engineer Bruno Broaska, Fabian Jorge, Pablo Homem de Mello and Tiago Lins

Junior Producer Sheryl Lim
Sound Designer Dione Tan

VFX Supervisor/On line Designer, JR Catão
Executive Producer Bernard Tay
VFX Supervisor Khor Swee Aik
Editorials Yong & Timothy Tan
Online Flame Designer Leong Beng Wee
Online Support Team @ KRAFTW5RKZ
Colorist Ben Conkey

Partner with adobo Magazine

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