Scroll Down
Scroll Down
Scroll Down
Strategy
Concept
Art Direction
PR
Highlighting the drastically low number of tigers with an equally limited edition of unique shirts, designed by Dutch top designer Bas Kosters.
Problem
In just 100 years, the population of tigers living in the wild has decreased by 97 percent. By 2017, a mere 3,900 wild tigers were left… 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.
Solution
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.
The shirt was presented at the main show during the Amsterdam Fashion Week, and online sales of the shirts – retailing for the symbolic price of €39 – started that same evening.
Besides the PR generated, this concept has also seen us raise funds worth €149,000. Instead of a campaign that cost money, this one did the reverse and raised money for the WWF!
Besides the PR generated, this concept has also seen us raise funds worth €149,000. Instead of a campaign that cost money, this one did the reverse and raised money for the WWF.
The shirt was presented at the main show during the Amsterdam Fashion Week, and online sales of the shirts – retailing for the symbolic price of €39 – started that same evening.
