Tiger Royalty
Panthera
Issue 37 | December 2015
Agency
Happiness Brussels
Creative Team
Strategic Director Karen Corrigan CEO Happiness Saigon Alan Cerutti Creative Directors Geoffrey Hantson, Philippe Fass, Niek Eijsbouts, Pieter Claeys Creation André Mota Chief Innovation Kris Hoet
Production Team
Graphic Designer Anna Touvron Web Development Bliss Interactive Editor Philippe Blondeau Film Production Company Moxy Agency Producer Bart Vande Maele
Other Credits
Clients Karen Wood, Annika Vieira, Rebecca Bowen Account Director Pascal Kemajou Account Management Happiness Saigon Nejwa Jacobs, Livia Lancelot
Date
October 2015
Background
Panthera was a global wild cat conservation organization, whose mission was to ensure a future for big cats and the vast landscapes on which they depended.
The number of wild tigers had dwindled from 100,000 one hundred years ago to just 3,200 remaining today. Panthera sought to reduce threats to tigers from poaching, overhunting of prey species by local people, habitat loss and human-tiger conflict.
Like all charitable organisations, they depended on raising funds in order to be able to continue their work.
Idea
There are literally hundreds of thousands of products around the world that have been inspired by the tiger.
If celebrities get paid royalties for every product they endorse, why not tigers too?
Tiger Royalty was launched as an 'artistic rights fee' for tigers. Brands around the world were invited to create new products and designs featuring the tiger's iconic stripes and donate a portion of the proceeds of each sale to help fund Panthera's Tigers Forever programme, an initiative to increase tiger populations by at least 50% over the next ten years in Bangladesh, India, Indonesia, Malaysia, Nepal and Thailand.
The extraordinary selling power of tiger imagery could help preserve real tigers in the wild in a virtuous circle.
Tiger Royalty launched with a website at tigerroyalty.org and a YouTube video, designed to generate leads for Panthera's partner program.
Results
No results available yet.
Our Thoughts
There have been any number of ads about how close to extinction the tiger is and a fat lot of good they have done. This, by contrast, is an idea that offers a solution as well as an incentive. The tiger’s equivalent to a ‘kite-mark’ not only raises money for Panthera but demonstrates the values of the company paying for and displaying the mark. It has moved the message from B to C into the B to B space. Interesting work from what must currently be Belgium’s most interesting agency.