Tiger Beer: Kallang Wave

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.