Client

Tiger Beer

Agency

Grey Malaysia, Kuala Lumpur

My role:

Creative director / Copywriter

Voice

Created the voice of Tiger FC, a fantatical football manager ‘The Punter’ - a disciple of the legendary Liverpool coach Bill Shankly

Copywriting

Rolling out the new voice across a huge range of marketing materials.

Brand strategy

Owning the football fan experience in Horeca across South East Asia.

Winning isn’t part of the game, it is the game. That was the attitude of the fanatical ‘Punter’ manager of Tiger FC. I created this tone of sharp wit, competitive, yet hearty banter to build fan loyalty.

One of my most epic and favourite briefs ever. Sport and Beer! I had to get the voice spot on for the idea of making a football fan club that owned the big game experience in the bars of Malaysia.

It needed the right blend of football fanaticism and cynicism of the legendary Liverpool coach Bill Shankly. My boss at the time, Rod Strother, was a Scot and lifelong Liverpool fan.

So this would be the ideal tone of voice to create the passion, tension and wit as the football banter personality of Tiger FC. I wrote everything from ads, direct mail letters, newsletters, club rules, game cards - you name it. The hardest was making up or refining quotes in the same vein as Bill Shankly to cover all the options. Some of my favourites:

• Ref’s love the game, but they don’t know the rules.

• First is first, 2nd is nothing!

• There’s no substitute for winning. Or Tiger Beer.