| Title | LISTEN TO THE TIGER |
| Brand | WWF |
| Product / Service | WWF |
| Category | A07. Public Service, Charity & Fund Raising |
| Entrant | OGILVY BEIJING, CHINA |
| Entrant Company: | OGILVY BEIJING, CHINA |
| Advertising/Web Design Agency: | OGILVY BEIJING, CHINA |
| Name | Company | Position |
|---|---|---|
| Doug Schiff | Ogilvy Beijing | Executive Creative Director |
| Yang Yanyan | Ogilvy Beijing | Creative Director |
| Jimmy Wang | Ogilvy Beijing | Art Director |
| Li Tong, Oliver Tang, Doug Schiff | Ogilvy Beijing | Copywriters |
| Miya Chen, Allan Ma, Barbara Shaw | Ogilvy Beijing | Account Team |
| Shin Yamaharu | Ogilvy Beijing | Flash Designer |
| Wang Daqing, Zhuang Yu | Ogilvy Beijing | Agency Producers |
There may be fewer than 50 tigers living in the wild in China; with the number steadily dwindling as too many still think of their bones, skin and other parts as having medicinal or other strength-providing powers. Most Chinese do feel a deep affection for the tigers, due to the large amount of tiger folklore in Chinese culture. But at the same time feel very far removed from these magnificent animals. This campaign helped bring the tiger and his dire situation closer to the urban dweller. And gave concerned citizens a way of showing their support for tiger preservation.