Beer brand Tiger Beer launches a global online video campaign called #SayItWithTiger, which aims to help spread Lunar New Year festive cheer around the world.

The idea for the campaign is rather shockingly simple: film some rather somewhat famous celebrities sharing the Chinese New Year greetings “虎虎生威,贺新年” – which translates to “The bold stands tall and roars their greeting into the New Year” – and then create a platform that allows anybody to create their own personalised Chinese New Year greetings for them to respond to those celebrities. Tiger Beer has signed up the likes of actor Liam Hemsworth (Thor of The Avengers fame), footballer Diego Costa, model and actress Emily Ratajkowski, as well as basketballer Chris Bosh embarrass themselves trying to speak Mandarin to bring some laughs during this festive season. Thankfully, there are also native Mandarin speakers Singaporean singer Narelle Kheng, Chinese actor Zheng Kai and Malaysian singer songwriter Penny Tai in the campaign to save the day.

“Chinese New Year is one of the most important festivals in Asia, and greetings play a very big part in these celebrations. As Asia’s premium beer brand, we want to take a bold stand to champion Chinese New Year in Asia and beyond, by rallying the rest of the world in this one shared greeting,” said Mie-Leng Wong, Global Director Tiger Beer at Heineken Asia Pacific Breweries.

The campaign, supported across digital, social and retail channels, features a key visual developed in collaboration with critically acclaimed fine artist James Jean, typographer Rizon Paerin and the creative practice at TSLA.

#SayItWithTiger runs until the end of Chinese New Year.


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