The tiger symbol is part of Tiger beer’s unique personality. It has also been symbol of Kenzo’s fashion resurgence for the last seven years. The two brands have come together to help protect real tigers. The wild tiger is endangered. Only about 3,890 still exist.

Michael Baltzer, Leader of Tigers Alive Initiative (WWF), commented, “Every day we see tigers used in popular culture – in fashion motifs, on premium products and on billboards. Yet, tigers in the wild are in danger of becoming extinct. WWF is a leader in an ambitious global effort to double wild tigers but the tiger needs every help it can get. We are therefore delighted to have this powerful partnership with Tiger Beer and KENZO. We hope it sets a new wave of action and awareness from other brands for wild tigers.”

So Tiger beer and Kenzo have partnered with WWF on a fashion collection called Rare Stripes to create awareness about, and action to support, the need to protect tigers from extinction. KENZO’s co-creative directors, Humberto Leon and Carol Lim, chose four emerging artists from Cambodia, Malaysia, Singapore and the US, to design the collection. Each artist chose one real tiger to be represented in his or her design after being told its story by Phurba Lendhup, a WWF Wildlife Specialist from Bhutan. Every piece in the collection also bears a code that when scanned unveils that tiger’s story. 

The collection was introduced at a launch event for more than 150 guests and members of the media. The eight unique designs, which are available in limited edition from selected Kenzo stores from mid-August, were displayed on coat hangers fashioned out of snare wire traditionally used in poaching, in a bid to further drive home the plight of wild tigers. 100% of the proceeds from the sale of the collection, which is made using Global Organic Textile Standard (GOTS) compliant organic cotton, will go to WWF in support of doubling the world’s wild tiger population.

Tiger beer’s ad agency, Marcel Sydney, created the video that tells the story of the initiative and helps to spread its message.

This is the second year of a six-year partnership between Tiger Beer and WWF to support WWF’s global efforts in tiger conservation. The first year of the WWF partnership featured the successful #3890Tigers campaign, which invited people from around the world to pledge against illegal tiger trade by merging their selfies with one of six tiger artworks created by global artists, using AI technology.

Credits: 

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

Lead 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 

Director: Scott Cudmore

Executive Producers: Ryan Heiferman & Brian Welsh

Producer: Brian Welsh

DOP: 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

Assistant editors: Corey Farrell, Yavor Dimitrov & Clement Bouchet

Colourist: Greg Constantaras

Sound Production: Squeak E Clean Productions

Composers: Sam Spiegel & Elliot Glasser

Head of Production: Amy Crilly

Performers: Sam Spiegel, Justin Hori & Robert Barbato

Event Production Company: Scoundrel Projects

Executive Producer: Adrian Shapiro

Artistic Director: James Dive

Producer: Morgan Benson-Taylor

Japanese Project Manager: Seiya Taguchi