Save the Wild Tigers
BFH, Integrated Communication
Tiger Beer partnered with WWF to Create an Activation Campaign to help save the remaining Wild Tigers in Thailand. Wear Stripes to Save Stripes.
For many years Tiger has had a global partnership with WWF, donating funds annually to help save Wild Tigers globally. In 2018, to support a reginal campaign, Tiger and WWF Thailand partnered to create a campaign unique campaign – Wear Stripes to Save Stripes. We created a unique set of Tiger scarves – inspired by the Wild Tigers in Thailand – and promoted the purchase of these scarves to raise awareness of the issue and collect donations to save these animals and their habitat.
We designed 3 scarves and created stories around each of these Tigers and the real challenges they faced in surviving in the wild in Thailand. Along with the scarves we created social media post and ads that told their stories and asked for donations. We also created a dedicated web site for donations and background to these and other Tigers facing extinction in the wild.
3 Illustrated stripes patterns are
- Tiger Veerapong (black and blue): Tiger stripes that change to mountain pattern telling story of him wandering to find his place to live across many mountains
- Tiger Bhupa: (orange): 3 tigers laying down beside each others connecting together into 1 pattern.
- Tiger KhaoJee (black and white): Illustration of tiger stripes in the shape of mountain and sunray for portraying hope, Thailand is the new hope of the world for reserving wild tigers.
A key element of the campaign was promoting the heroes of this campaign as the Forest Rangers whose job it is to protect these animals from hunters and poachers. Every year rangers die in this ongoing battle and we wanted them to be the highlight of this story. We visited the Rangers and did a photo shoot including them wearing the scarves in the jungles where they protect these Tigers. They are the real heroes of this campaign.
To support the campaign we also did an activation display at Siam Discovery, where people could experience for themselves the background stories to the Tigers, see the global campaign and shirts from Kenzo, and also see/purchase the scarves directly from WWF/Tiger Beer. They could also connect via the mobile site to discover more about the campaign. A press event was held featuring WWF celebrities and a press photo shoot and press interviews were held – further promoting the campaign.