The Campaign

We introduced a new weapon in the fight against illegal tiger trade. Art. We engaged six artists from six countries to create art for the cause and turned to technology to transform these single works into a global movement of scale. We developed Tiger Art Intelligence. A digital art creation tool to virtually bring people together with artists. This collaboration transforms the humble selfie into a unique piece of art – a visual pledge for the tiger cause to be shared across social platforms. Our goal was to empower a generation of young men and women to make a stand against poaching and join Tiger Beer and WWF in building a future for tigers. The 3890tigers project brings together the power of art with the cultural phenomenon of the selfie. It is designed as crowd sourcing tool, a platform for creative self-expression and a powerful peer to peer messaging vehicle.

Creative Execution

Each of the six artists contributed a self-portrait and worked with our team of creatives and developers to form Tiger Art Intelligence. It is a global interactive tool that combines a number of existing technologies in a new way - engaging consumers easily and hiding a lot of complexity. Machine learning, facial recognition and image composition in real time turn the social currency of a selfie into a public pledge. Consumers simply upload a selfie at 3890tigers.com, choose an artist to work with, and they instantly received a one-of-a-kind visual created by the meeting of art and technology. Each image is a face sharing the canvas with a tiger, rendered in the style of an artist, speaking to our desire for co-existence with these majestic animals. By sharing these creations online with #3890Tigers consumers became part of a movement and the start of a conversation about these disappearing creatures.

• 32.5+ THOUSAND SELFIES GENERATED FROM 150+ COUNTRIES • 1.37 BILLION IMPRESSIONS • 1.2 BILLION EARNED IMPRESSIONS • 5.9 MILLION ENGAGEMENTS ON SOCIAL • 41 MILLION OWNED TOTAL REACH ACROSS MARKETS PAID AND ORGANIC • 6.2 Million CUMULATIVE VIEWS, CLICKS, LIKES, SHARES • $USD28.3 MILLION IN EARNED MEDIAVALUE ACROSS MARKETS • 533 PIECES OF EARNED MEDIA COVERAGE GENERATED GLOBALLY. • VARIOUS HIGHLY INFLUENTIAL MEDIA OUTLETS PICKED UP THE CAMPAIGN IN A MATTER OF DAYS AFTER LAUNCH, INCLUDING FORBES, BBC, CNA, YAHOO, AND MANY MORE • 131 POSTS FROM 22 INFLUENCERS/ARTISTS • $1 MILLION USD DONATION COMMITTED TO WWF EVERY YEAR UNTIL 2022

Since the dawn of time, art has had the power to move, shape and communicate beyond borders and barriers of language. But in today’s social media driven world a piece of art hung in a gallery or painted on a single wall is limited. We knew our millennial audience was passionate about having a positive impact on the world. We also knew that we’d need to engage them in their language, on their terms, and play where they were playing – mobile in hand, taking a selfie. Not only are selfies an epidemic, they are the path to one of the most powerful pieces of real estate in social – the profile pic and they were the secrets to turning six single pieces of art into a global movement.