7: INTEGRATED (20 PUBLIC & SOCIAL)

Rare Stripes - Tiger Preservation - Tiger Beer / Kenzo / World Wildlife Fund JPG
Rare Stripes - Tiger Preservation - Tiger Beer / Kenzo / World Wildlife Fund MP4 5m:29s
Rare Stripes - Tiger Preservation - Tiger Beer / Kenzo / World Wildlife Fund MP4 2m:14s

Rare Stripes - Tiger Beer / Kenzo / World Wildlife Fund
Tiger Preservation

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Rare Stripes - Tiger Beer / Kenzo / World Wildlife Fund - Tiger Preservation

Shortlist

Title of Entry: Rare Stripes
Brand: Tiger Beer / Kenzo / World Wildlife Fund
Product/Service: Tiger Preservation
Client: Tiger Beer
Entrant Company: Good Company
Creative Agency: Marcel Sydney
Duration of Entry: 02:14
Creative Director: Wesley Hawes
Production Company: Good Company
Date of Release: 2019-07-29
Producer: Brian Welsh
Director: Scott Cudmore
Notes: Wild tigers are dangerously close to extinction. Current estimates by WWF number them at approximately 3890 globally. Tiger Beer is in a 6-year partnership with WWF to help double wild tiger numbers. Each year on World Tiger Day on the 29th July, Tiger Beer donates $1 million dollars to WWF tiger conservation projects and launches a campaign, designed to highlight the plight of the wild tiger and save the iconic symbol of their brand. A symbol that adorns every Tiger Beer bottle. This year a collaboration was formed between WWF, Tiger Beer and Kenzo. The survival of the wild tiger rests on this generation taking action and being aware of the tiger’s plight. But research showed us that young people have seemingly lost their connection to nature and the wild. It’s too far removed from their everyday existence. To connect to this younger audience we collaborated with fashion brand, KENZO, another iconic brand renown for its own tiger motif. We also partnered with four international artists, each from a county with a distinct connection to the wild tiger. Together with Tiger Beer and WWF, a capsule collection called RARE STRIPES was launched, designed to connect people to the real wild animal behind the icon. Each garment featured a real tiger with an emotional backstory, plus its unique stripe pattern. When the stripes on the garments’ tags were scanned by a mobile device, the tigers’ individual, emotional stories were told. The Rare Stripes collection launched at the Kenzo flagship store in Tokyo, to the world’s fashion elite and global influencers. It was only at this launch that the real purpose of the collection revealed. Our strategy was to infiltrate the world of this younger audience, the world of fashion and youth culture, where we highlighted the plight of the wild tigers by telling their emotional stories through the Kenzo garments they queued up to buy. Four international artists brought the tiger stories to life; each from a county with a distinct connection to the wild tiger. Eight styles of garments were produced, each named after the tiger depicted, and featuring that tiger’s unique stripe pattern. When these stripes were scanned, the tigers’ individual stories were told, thus forming an emotional connection between the wearer and the wild tiger. To create the collection, we sent the Kenzo creative directors, Humberto Leon and Carol Lim, our four international artists, and the creative team, deep into the Cambodian jungle to meet with WWF tiger conservation experts. The team spent weeks in the wild tigers’ natural habitat learning about the individual tigers they were tasked with bringing to life on their Kenzo garments. A studio was set up back in Phnom Penh where all the designs came to life, under the watchful guidance of the Kenzo creative directors. Once the world’s fashion media was gathered, we revealed the real purpose behind the collection by playing the Event Film (attached). The project generated global PR. All profits raised went back to WWF tiger conservation projects. The Rare Stripes project from Kenzo, WWF and Tiger Beer highlighted the plight of the wild tiger with our hard-to-reach audience. After the drop, the campaign gained global coverage in fashion and culture publications, such as HypeBeast, Coolhunting and Vogue. As well as with global editorial publications, conservation and environmental media, and amongst cultural influencers in Asia and beyond. All funds raised from the collection went directly back to WWF’s tiger conservation projects. Rare Stripes generated 2.8 billion impressions. 8 million social interactions. 100k uses of the campaign hashtag. And 1.7 million in earned value.
DOP: Pablo Berron
Editing Company: Heckler
Editor: Andrew Holmes
Post Production Company: Heckler
Other Credits: Agency Executive Producer - Holly Alexander
Other Credits: Agency Creatives - Grace O'Brien, Andrea Sarcullo
Other Credits: Agency Producer - Kyla Bridge
Other Credits: Good Company Executive Producers - Ryan Heiferman, Brian Welsh
Other Credits: Social Strategist - Josh Manning
Other Credits: Senior Strategist - Cathy Song
Other Credits: Leading Account Director - Fanny Bersagol
Other Credits: Stills - Jordan Taylor Adams