Created by our illustrator Janique, the look and feel of the tiger crystallised by imagining a tiger wearing a lion dance costume and modelled after a cat to increase the ‘cuteness’ quotient.

The tiger became the campaign mnemonic and was developed with a 3D variant. Quickly becoming a fan favourite in UEM Sunrise, it was an ever present throughout the festive sub-campaigns. It appeared in an IG filter, was fabricated into physical 10 ft tall 3D models as part of the Publika Chinese New Year decor, adorned the sales gallery glass walls as stickers, had its own merchandise, and was animated in 2D and 3D form and was a popular IG sticker series throughout the year.

A game called ‘Help Happy Tiger Get Home’ was developed where the more people played, the closer the tiger got to his home and the more UEM Sunrise will contribute to the Tiger Catwalk cause - an initiative to help with the Malaysan Tiger conservation. UEM Sunrise ended up fulfilling more than RM20,000 worth of pledges as a result of the public playing the game.

The final campaign rode on the World Cup 2022 held in Qatar 2022 after which the tiger returned to the forest, safe and sound.