Tiger FC – Building a Banter-Driven Football Club

Client: Tiger Beer
Agency: Grey Malaysia, Kuala Lumpur
Role: Creative Director / Lead Copywriter

Voice

Created “The Punter” — the voice of Tiger FC: a fanatical football manager channelling the belief and bravado of Bill Shankly. Witty. Loyal. Unapologetically tribal. The voice of The Punter channels the sharp, beer-soaked bravado of a football-obsessed everyman — equal parts terrace philosopher and pub pundit. It speaks with confidence, loyalty, and a devil-may-care rhythm that makes fans feel seen, not sold to.

Copywriting

Rolled out the character across everything: ads, newsletters, club rules, game-day quotes, direct mail, and digital assets.

Brand Voice

Key Traits:

Culturally embedded — steeped in Southeast Asian football fandom with global football literacy
Irreverent but sharp — delivers insight with a wink, not a smirk
Emotionally fluent — knows when to jab, when to rally, when to back your team even when they’re rubbish
Consistent — a voice that could stretch across merch, ads, copy, and live commentary without losing tone
I didn’t just create a tone. I created a character system — a voice fans could trust, quote, even argue with. It gave Tiger Beer an authentic way to show up in football culture without feeling like a sponsor. It felt like a fan.