Concurrently building awareness of a partnership with WWF to save wild tigers AND building brand equity for Tiger Beer with young, urban Asian adults, is a hard task when the audience feels absolutely no connection to the animal.
To solve this issue, we connected the worlds of wildlife conservation and asian street culture, bringing together WWF with KENZO, a brand both revered by our young urban audience and synonymous with the tiger. Together, we launched Rare Stripes a fashion collection in which each garment's design drew from the stories of real wild tigers and individual stripe patterns for each of the tigers were sewn into labels which, when scanned, revealed the stories and personalities of the tigers behind the designs.
The collection was launched at KENZO's flagship store in Tokyo to media, influencers and the general public, garnering international PR coverage that drove over 2.8 billion media impressions. Meanwhile, a socially led campaign teasing the collection and seeding making-of content drove over 8 million social interactions.
By reconnecting the wild animal with the cultural icon - and all it stood for - we drove a massive spike in awareness for Tiger and WWF's cause, while driving preference for the brand among their key growth audience.
To solve this issue, we connected the worlds of wildlife conservation and asian street culture, bringing together WWF with KENZO, a brand both revered by our young urban audience and synonymous with the tiger. Together, we launched Rare Stripes a fashion collection in which each garment's design drew from the stories of real wild tigers and individual stripe patterns for each of the tigers were sewn into labels which, when scanned, revealed the stories and personalities of the tigers behind the designs.
The collection was launched at KENZO's flagship store in Tokyo to media, influencers and the general public, garnering international PR coverage that drove over 2.8 billion media impressions. Meanwhile, a socially led campaign teasing the collection and seeding making-of content drove over 8 million social interactions.
By reconnecting the wild animal with the cultural icon - and all it stood for - we drove a massive spike in awareness for Tiger and WWF's cause, while driving preference for the brand among their key growth audience.
Recognition:
Webby Awards, 2019
Winner, Branded Entertainment, Corporate Social Responsibility
Webby Awards, 2019
Winner, Branded Entertainment, Corporate Social Responsibility
