There are some cultures where it is a common practice for children to follow the path that their parents have laid down infront of them even if this is against their will. Like for instance, marrying a person your parents have arranged for you or being in a career that they have chosen. Although they are having a hard time, they are unable to go against their parent’s will because they are afraid and are not confident enough to go against the norms of society. There are also cultures where non-conformists are considered as social misfits or outcasts (i.g. people who have tattoos, homosexuals).
Tiger Beer presents Tiger #uncage, its new campaign persuading people to break free from conformity and live the life that they want. Uncage is all about looking at things in a different light as well as following your instincts instead of the dictates of others. In the run up to National Day, Tiger Beer worked with with Singapore’s own Tree Potatoes, a famous Youtube channel headlined by Aaron Khoo, Elliot Tan, and Janice Chiang, which has become one of the top three Youtube channels in Singapore inspite of starting just six months ago. Asked what being uncaged means to them, they say that it is all about stepping out of your comfort zone to pursue what you love.
Tiger Beer National Day is even more put into light thanks to Tree Potatoes’ video that was made to show how proud they are of Singapore. It has the hashtag #YouKnowYoureSingaporeanWhen and shows the daily habits of Singaporeans. The video points out their qualities such as their love for eating hawker food everyday, how they complain a lot about the weather but get defensive when foreigners complain about Singapore, being in a hurry all the time, thinking that Singapore is always safe, and having the ability to use more than three languages in a sentence. This video is meant to unleash local pride.
Tiger Beer, the world famous Singaporean beer brand available in over 75 countries worldwide including Europe, USA, Latin America, Australia and the Middle East, inspires people everywhere to Uncage the Tiger within them. Help spread the campaign by watching and sharing the video on Facebook using #uncage. You can likewise share your thoughts about the video and unleash your pride about Singapore. Visit and like the Tiger Beer Facebook page to know more about them or get the latest updates.