Ad Nut
Jul 25, 2018

Tiger Beer, Kenzo and WWF turn big cats' stripes into fashion

The brands and the wildlife NGO, along with Marcel Sydney, collaborated with emerging artists to create a unique clothing collection that raises awareness about the plight of wild tigers.

In partnership with WWF and Kenzo, Tiger Beer unveiled the 'Rare Stripes' clothing collection at the Kenzo store at Ginza Six in Tokyo last week. The agency behind the campaign is Marcel Sydney.

The co-creative directors of Kenzo, Humberto Leon and Carol Lim, worked with four handpicked young artists to create the limited-edition collection. The project involved a trip to Cambodia, where the four artists (hailing from Cambodia, Malaysia, Singapore and the United States) heard about the plight of wild tigers from Phurba Lendhup, a WWF Wildlife Specialist from Bhutan. 

A launch event provided a preview of the eight unique designs available for sale in the collection, which were displayed using coat hangers fashioned out of snare wire used in poaching.

All proceeds from the sale of the collection will go to WWF in support of its goal of doubling the world’s wild tiger population. This is the second year of a six-year partnership between Tiger Beer and WWF (see "Tiger Beer sinks teeth into big-cat conservation").

Ad Nut hopes never to encounter a wild tiger face-to-face, but would be greatly saddened if the noble beasts ceased to exist.


Agency: Marcel Sydney
Executive Creative Director: Wesley Hawes
Creatives: Grace O’Brien, Andrea Sarcullo, Chris Wilson, Roy Leibowitz
Designer: Demian Hamann
Social Strategist : Josh Manning
Senior Strategist : Cathy Song
Leading Account Director : Fanny Bersagol
Managing Director : Ryan Bernal
Global Business Director : James Tracy-Inglis
Account Manager : Osmond Go
Executive Producer: Holly Alexander
Senior Producer: Kyla Bridge

Film Production Company - Good Company
Exec Producers: Ryan Heiferman / Brian Welsh
Director: Scott Cudmore
Producer: Brian Welsh
Director Of Photography: Pablo Berron
Stills - Jordan Taylor Adams
Cambodia Fixer: 802 AD Films
Cambodia Producers: Sreylin Meas, Mout Iv

Post Production- Heckler
Executive Producer- Will Alexander
Producer- Amy Jarman
Editor- Andrew Holmes
Colourist- Greg Constantaras
Edit Assist- Corey Farrell, Yavor Dimitrov, Clement Bouchet

Sound Production - Squeak E Clean Productions, Inc
Composers - Sam Spiegel, Elliot Glasser
Performers - Sam Spiegel, Justin Hori, Robert Barbato
Head of Production - Amy Crilly

Event Production Company - Scoundrel Projects
Executive Producer - Adrian Shapiro
Artistic Director - James Dive
Producer - Morgan Benson-Taylor
Japanese Project Manager - Seiya Taguchi

Brand: Tiger Beer
International Brand Director - Venus Teoh
Global Tiger Communications Manager – Jessie Chuah
Regional Corporate Affairs Manager – Ika Noviera

KENZO's co-creative directors : Humberto Leon and Carol Lim

Head of Corporate Marketing Partnerships, WWF International - David Bloch
Corporate Marketing Partnerships Manager, WWF International - Edward Partridge
Corporate Communications Manager, WWF International - Egan Hwan
Corporate Partnerships Manager, WWF-Singapore - Cindy Chia
Communications Manager, Tigers Alive Initiative - Lim Jia Ling

Ogilvy Public Relations Singapore
Senior Consultants – Dani Hanlon, Eleni Sardi
Senior Associate – Amanda Wong

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


Related Articles

Just Published

1 day ago

Tech Bites: Week of September 26, 2022

News from McLaren Racing, IAB Australia, CNN and more.

1 day ago

Campaign Creation Stories: How retailer Bananain ...

Chinese retailer Bananain and agency partner Goodzilla speak at length about their richly produced campaign that marries noodles with summer clothing.

1 day ago

Harnessing the power of SPO for programmatic campaigns

As more brand advertising spend flows into the programmatic ecosystem, players on both sides of the industry are beginning to rebel against complexity and demand transparency and efficiency across the supply chain.

1 day ago

Women to Watch 2022: Elayne Gan, Dow Jones

Recording incredible growth in the pandemic is no mean feat, and Gan boasts a massive 60% revenue growth since taking over the head of sales role in 2019.