Iconic Asian beer brand, Tiger Beer, undertakes an ambitious movement to reinvigorate Asia’s enthusiasm for Chinese New Year (CNY) and get the world in on the festivities with #SayItWithTiger.

The campaign welcomes fans across the world to create their own personalized Chinese New Year greeting, by filming themselves reciting the greeting in response to their favourite celebrity video and submitting on www.tigerbeer.com/cny to generate a personalized video featuring themselves alongside their selected celebrity.

As China’s dominance on the global stage continues to grow, so has the impact and reach of its most culturally significant festival – Chinese New Year. An approximate 50 million ethnic Chinese living outside of mainland China throng streets and malls in far flung cities in celebration during this period - further perpetuating this rippling effect. #SayItWithTiger aims to boldly stages this major festival from China to the world.

#SayItWithTiger features international celebrities including The Walking Dead actor Norman Reedus, Miami Heat’s Chris Bosh, Hollywood stars Liam Hemsworth and Emily Ratajkowski, attempting to articulate the greeting in Mandarin, alongside regional stars including Singaporean singer Narelle Kheng, Chinese actor Zheng Kai and Malaysian singer songwriter Penny Tai. Some of the greetings also feature the celebrity partaking in Chinese New Year traditions, such as Emily Ratajkowski offering a pair of mandarin oranges while Zheng Kai brandishes a fan of red packets.

This socially-led 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. For more information, visit tigerbeer.com