With a view to raising funds at a later stage, the World Wide Fund for Nature (WWF) first wanted to raise awareness of these figures among a new and younger target audience.
For us the tiger is a wonderful animal and one we’ve used for centuries as a ‘style icon’, but all that’s of bitter little use to the tiger itself. So, we turned that on its head, deploying the tiger in that style-icon role in a way that ensures it’s the tiger that benefits.
We took an issue that’s really important to the target audience – fashion – and used that as our way in, highlighting the drastically low number of tigers with an equally limited edition of unique shirts, designed by Dutch top designer Bas Kosters.