Tiger Beer uses ‘selfie’ campaign to raise awareness of illegal tiger trade
Asian beer brand Tiger has unveiled a tool to allow people to create a bespoke tiger-inspired selfie as part of an awareness campaign for the World Wildlife Fund.
The Heineken-owned brand has teamed up with SapientRazorfish Singapore and Sydney-based creative agency Marcel, to create the campaign to raise awareness of the illegal trade in wild tigers.
According to WWF, the number of wild tigers has dropped from 100,000 to 3,890 over the last century. Based on that figure, the brand has created the 3890 website. It allows visitors to upload a selfie and transform it with a number of specially-created filters crafted by renowned global artists.
The designs include street-art-meets-calligraphy, delicate paint and ink illustrations or fluttering rainbow origami – from artists including China’s Hua Tunan, France’s Mademoiselle Maurice, Malaysia’s Kenji Chai, Russia’s Nootk, UK’s Nick Gentry or USA’s TranNguyen.
Users are encouraged to share their selfie on social media with the hashtag #3890Tigers. Tigers are often illegally caught and killed so that their body parts can be used in Chinese medicine.
The campaign follows a six-year deal signed by Tiger Beer and WWF for to support Tx2, a global commitment made by the governments of the 13 countries where tigers live in the wild in order to double the world’s wild tiger population to 6,000 by 2022. Tiger Beer has also donated US$1 million to the cause.
In Asia, the brand will also be temporarily removing the tiger from its logo – for the first time in 84 years – and introducing a limited-edition design on select packaging.
The campaign is being promoted on social media in Singapore, the birthplace of Tiger Beer, as well as Malaysia, Cambodia, China and Hong Kong. There will be no print or television media.
But on July 29, Global Tiger Day, there will be a “series of activations” to celebrate the support garnered over the eight-week period, although the format of these is yet to be revealed.
“It is an honour for us to partner WWF in support of their conservation efforts,” said Mie-Leng Wong, global director at Tiger Beer, Heineken Asia Pacific. “We can’t imagine a world without tigers and if they disappear, it would not only have an environmental impact, but also be a real loss for our culture.
“That is why we have chosen art as a way to express this together with our consumers. 3890Tigers brings people and artists together through technology and our goal is to inspire a global movement by empowering a generation of young people to make a stand against the illegal tiger trade and make demand for products with tiger parts socially unacceptable.”
Ogilvy Singapore is handling the campaign’s public relations account.
They seem to have run out of ideas to drink a Tiger so now its save a Tiger.
Best line in this whole mess:
My name is dumbfounded and Im a musician.
Hahahahahahahaha.
ReplyYo, my name is DumbfounDEAD, and you couldn’t save a Word document, let alone a species.
ReplyWow, so now selfies can save tigers?
Looks like they spent hundreds of thousands on ‘artists’ to create selfie filters to save tigers. When that money could be put to better use.
How frivolous. Get out of here.
ReplyBRAVO! Great work!! Ppl use selfies 4 SELFISH REASONS. So its heartening to see that one beer knows how to UNCAGE n use selfies for something SELFLESS! #CANNESTIGER.
Replyi think a tiger just died watching this.
ReplyI support their cause and think it’s great they put resources to shed light on it.
However, it is mind blowing when you think about the fact that people are paid (particularly clients!) to spend time and resources on coming up with something like this AND actually spending money executing it.
Seriously!
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ReplyWhat is remarkable is how this campaign seems to bring out the worst elements of society. Just whining and complaining about corporates not doing enough, then saying people sit around to think up these things. Go look at yourself in the mirror – everything you do, from the browser you used to write your inane comments to the shoes you wear and the services you use on a daily basis is built upon capitalism. At least this brand’s doing something about a problem in the world. What have you done today except complain?
ReplyUhm, a brand–the exact thing that’s built upon capitalism is exploiting an issue to sell more beers. And you cant see that?
Glad to know that you think a bunch of selfie filters will save a bunch of tigers.
Naive.
ReplyWow…bots at sapient working the comments page hard.
ReplyGood intention but not clear how this will help. If the problem stems from outdated beliefs in Traditional Chinese Medicine, it seems that the logical thing to do would have been to directly debunk such beliefs. That’s a tough brief.. which this pretty campaign does not seem to be answering.
ReplyHave your say