Campaign SpotlightPress Release

Tiger Beer adds to the ‘Brewed For Your Fire’ narrative with new film by BBH Singapore and LePub APAC

SINGAPORE – Tiger Beer, the number-one international premium beer from Asia, launches the latest installment of “Brewed For Your Fire,” a campaign that positions Tiger Crystal as the ultimate crystal-cold refreshment for those who passionately pursue their dreams and aspirations.

Created by BBH Singapore and LePub APAC, their task was to evolve the already successful “Brewed For Your Fire” campaign in a way that ensures Tiger Crystal continues to stand out in the category with its unique point of view on premium refreshment. “Brewed for your fire” revolves around the thought that when individuals follow their dreams and excel at what they love, they deserve a crisp and smooth refreshment that’s “brewed for your fire.”


“Tiger Beer believes everyone should pursue their passions fearlessly, yet we all have moments of doubt when our confidence wavers. In these moments, it’s important to find that spark that comes from doing what you love, igniting your inner fire. And in those ‘on fire’ moments, there’s nothing more refreshing than a crystal-cold, extra smooth Tiger Crystal,” explained Sean O’Donnell, Global Brand Director at Tiger Beer.

The campaign film Brewed for your fire tells the story of a group of partygoers who find themselves totally in the zone and “on fire” while dancing at a house party. To visualize how this feels, the film’s mixed media technique is inspired by the memes, GIFs and TikToks of Gen Z’ers.

Sascha Kuntze, Chief Creative Officer at BBH Asia Pacific, explained: “A giant Yeti, crazy eskimos, a gate-crashing skier, a girl riding a giant Tiger – what a party, what a visual spectacle and all mixed to a killer soundtrack. We haven’t seen beer celebrated quite like this before and we are extremely proud of the world we have conjured up for Tiger in this film and the brave clients who came on this ride with us.”

Cyril Louis, Executive Creative Director at LePub APAC, added: “We wanted to make people feel what it is like to be in the zone through the film’s protagonist. At first, she is unsure of herself when invited onto the dance floor, but she soon finds her inner Tiger fire, and the fiery, high-energy visuals spread to show more individuals being ‘on fire’ and in the zone.”

Tiger® knows what confidence and defying the odds mean. It was born at a time when few believed that an ice-cold beer could be brewed in the tropical heat of Asia, in a place where no barley or hops would grow. Today, it continues to celebrate the confidence that allowed it to do what it believed in – brewing a winning beer on the equator that has won more than 40 international awards and is enjoyed in more than 60 countries worldwide.

Tiger Crystal is brewed at -1 degrees Celsius with a unique filtration process for a lighter, smoother and crisper taste.


CLIENT: Tiger®
Global Brand Director, Tiger®: Sean O’Donnell
Global Marketing Manager, Communications & Digital, Tiger®: Melissa Teoh
Global Marketing Manager, Markets, Strategy, Governance & Communication®: Willem Van Den

AGENCY: LePub / BBH Singapore
Global CEO of LePub, Global CCO of Publicis Worldwide, CCO of Publicis Groupe Italy: Bruno Bertelli
APAC Executive Creative Director, LePub APAC: Cyril Louis
General Manager, LePub APAC: Hanh Kanssen
Chief Creative Officer, BBH Singapore: Sascha Kuntze
Group Creative Director & Head of Art, BBH Singapore: Gaston Soto
Art Director, BBH Singapore: Grace Wong
Senior Copywriter, BBH Singapore: Luke Somasundram
Managing Director, BBH Singapore: Sid Tuli
Head of Business Leadership, BBH Singapore: David Anson
New Business Director: Manavi Sharma
Senior Account Executive, BBH Singapore: Angel Fadila
Strategy Director, BBH Singapore: Ruth Lim
Strategist, BBH Singapore: Meili Yeo
Executive Producer, BBH Singapore: Wendi Chong
Producer, BBH Singapore: Chun Yi Kwek

PRINT PRODUCTION: Katapolt / Two Palms (Brazil)
Photographer – Jean-Yves Lemoigne, Katapolt
Executive Producer – Adrian Appel, Katapolt
Executive Producer – Lucia Coimbra, Two Palms
Production Manager – Endy Mendonça, Two Palms
Production Assistant – Tai Gidis, Two Palms
Stylist – Giovanna Moretto, Two Palms
Hair & Make Up Artist – Leila Turgante, Two Palms

Managing Director: Andrew Levene
Executive Producer: Jeremy Smith & Solana Keenan
Directors: Youth
Ad: Juliana Cretella
2nd Ad: Juliana Lohmann
Line Producer: Daniel Reigada
Head Of Production: Paula Macedo, Rafael Rocha, Mariana Kerche
Production Manager: Luciana Oppido
Dop: Yuri Maranhão
Dop 2nd Unit: Giordano Maestrelli
Production Designer: Pedro Catellani
Art Producer: Lelou
Prop Master: Fernanda Reinert
Make Up: Leila Turgante
Wardrobe Stylist: Giovanna Moretto
Location Manager: Giselle Prado
Casting Manager: Flavia Cocozza
Choreographer: Gabriela Evangelista
Head Of Post Production: Roberta Bruzadin

Film Post Production: Dopo
Vfx Supervisor: Juliano Storchi
Vfx Producer: Jacquelini Lima
3d Artist: Wes Sousa
Vfx Compositors: Leo Da Silva, Fernando Rocha
Tracking: Luis Carone
Motion Artist: Jhony Schmidt
Colour: Marla Colour Grading
Colorist: Fernando Lui
Colorist Assistant: Flavia Dantas
Production Coordinator: Leandro Basso
Film/ Digital Production: Colossal
Executive Producer: Daniel Maia, João Machado
Post Producer: Daniel Maia
Animation Director: Maldita E Yuca
Editor: Danilo Abraham, João Machado
Post Production Coordinator: Renata Peterlini, Daniel Maia
Vfx Supervisor: Diogo Gameiro, Rodrigo Stradiotto
Online Editor: Luciana Lima, Victor Balestrin

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