Tiger Beer, WWF + Kenzo launch collection and campaign via Marcel Sydney to save wild tigers
CB Exclusive – Tiger Beer, Asia’s number one international premium beer, has unveiled the Rare Stripes collection at the KENZO store at Ginza Six in Tokyo, Japan. The collection represents a unique partnership between WWF in collaboration with iconic French fashion house KENZO to raise awareness of endangered wild tigers. The Rare Stripes campaign was developed by Marcel, Sydney.
Talking to guests and media at the launch event, Venus Teoh, international brand director for Tiger Beer: “True to our spirit of uncaging creativity and providing a platform for emerging talent to the world, Tiger Beer has brought together our partner WWF, the co-creative directors of KENZO, Humberto Leon and Carol Lim, and four handpicked young artists to create the limited edition Rare Stripes collection.
“This collection is another one of the ways we’re raising global awareness and funds for endangered wild tigers. We want people to take action to save the wild tigers, our beloved brand icon, from extinction.”
Says Michael Baltzer, leader, Tigers Alive Initiative (WWF): “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.”
KENZO’s co-creative directors, Humberto Leon and Carol Lim and the four emerging artists that designed the collection were also present to launch the collection.
Urging guests to lend their support to the cause, Humberto shared: “Carol and I had been hoping to work with WWF for some time and we were delighted that Tiger Beer brought us together. We hope our collaboration with WWF and these four great artists for this important cause will inspire people around the world to learn more about saving wild tigers. The reality is that if we don’t take action now, we could very easily lose these animals forever.”
The four artists hailing from Cambodia, Malaysia, Singapore and the United States also drew inspiration from their trip to Cambodia where they worked closely with Leon and Lim to design the collection and heard from Phurba Lendhup, a WWF Wildlife Specialist from Bhutan, first-hand about the plight of wild tigers.
The launch event, which hosted over 150 guests and members of the media, provided an exclusive preview of the eight unique designs available for sale in the collection, aptly displayed within coat hangers fashioned out of snare wire traditionally used in poaching, in a bid to further drive home the plight of wild tigers.
The Rare Stripes collection officially drops at 3pm on July 21, with a limited number available via selected KENZO retail stores internationally from the beginning of August. 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.
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 bespoke tiger artworks created by global artists using the power of Artificial Intelligence (AI) technology.
L-R: Illustrator and designer Esther Goh (Singapore), illustrator and printmaker Julienne Tan (Cambodia), co-creative directors of KENZO Humberto Leon and Carol Lim, contemporary artist and sculptor Meryl Smith (USA) and visual and digital artist Sean Lean (Malaysia)
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
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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
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Post Production- Heckler
Executive Producer- Will Alexander
Producer- Amy Jarman
Editor- Andrew Holmes
Colourist- Greg Constantaras
Edit Assist- Corey Farrell, Yavor Dimitrov, Clement Bouchet
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Sound Production – Squeak E Clean Productions, Inc
Composers – Sam Spiegel, Elliot Glasser
Performers – Sam Spiegel, Justin Hori, Robert Barbato
Head of Production – Amy Crilly
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Event Production Company – Scoundrel Projects
Executive Producer – Adrian Shapiro
Artistic Director – James Dive
Producer – Morgan Benson-Taylor
Japanese Project Manager – Seiya Taguchi
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Brand: Tiger Beer
International Brand Director – Venus Teoh
Global Tiger Communications Manager – Jessie Chuah
Regional Corporate Affairs Manager – Ika Noviera
KENZO
KENZO’s co-creative directors : Humberto Leon and Carol Lim
WWF
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
24 Comments
Finds a fashion designer that works with tiger print. Look at this amazing idea.
But there is no idea here.
Just because ripping off an existing product worked last year at Cannes, doesn’t mean its going to work next year. When is this client going to get a real agency?
Tiger desperately tries to capture Lion and fails.
Making milward brown approved rtb ads and banners?
I’ve seen this on some of the fashion blogs and wondered who was behind it.
It’s super cool. To get Kenzo to drop their trademark tiger and replace with real tiger stories is no mean feat. Some of the stories are really powerful as well. They got a tiger bleeding in a snare onto a Kenzo garment for Christ’s sake!!
good on em, there should be more content like this around!
I love this idea, though I didn’t get the mechanics behind scanning the code. Do you can with an app?
Calm down, it’s not that groundbreaking and feels staged to me. Although the cause ,like so many, is vey worthwhile.
https://www.lacoste.com/gb/saveourspecies.html
Nicely done getting Kenzo to change logo but unfortunately about 8 months too late. Lacoste campaign is just so much simpler and to the point.
Yep, Lacoste did it first and did it better….they didn’t need a fancy entry video to convey the strength and simplicity of their idea.
Think about the cause, who cares is Lacoste did it, Apple did it, blah blah, it’s not often in this industry we get to do work that makes an impact on the world and saving it…
Will a clothing with Tiger patterns save the Tiger? No.
Will this content bull crap that Marcel does for Tiger sell beer? No.
This account needs a creative agency with good strategy. Marcel is the worst.
I’m with ‘what’s the impact?’
“Will clothing with Tiger patterns save the Tiger?” Perhaps not. But what was the objective of the campaign? If it was something like “raise awareness of the plight of tigers with millennials” then a partnership with a well known fashion brand like Kenzo could seem like a pretty good idea. Definitely gets PR and hits the right audience.
“Will this content bull crap that Marcel does for Tiger sell beer?” Again maybe note, especially a five minute film, but you’re assuming this is the only piece of content the agency have created. It is what they’ve decided to PR, but I’ve seen plenty of campaigns where the harder working elements have been left off the PR release in favour of something bigger and shinier.
All this is speculation, but so is your assertion. Perhaps we can stop criticising everything that comes out and instead consider why it might’ve been made the way it is.
Yep. I work at Marcel. Yep I work on Tiger. Say what you want about the campaign but before you comment on sales, I think you should do your homework. Tiger is Heineken’s fastest growing beer globally and the only Asian beer in the top 10 international premium beers. So I think the impact has been pretty good.
“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.”
Fitting idea when you look at the cause and the companies involved.
Tiger, Kenzo or WWF one of them probably came up with the idea – if a company makes money on clothes.. an obvious way they can raise MONEY …
The concept has been done many times before and will be done many times in the future. If it makes even the smallest difference good on them.
P.S I don’t work for any of the brands and certainly don’t work at Mercel … just some disgruntled advertiser that would bet 1000 bucks you probably aren’t working on any sort of project even close to this, if you are you would be one of the few.
must be busy at the agency.
Why don’t people like Marcel?
Before you shit on other people’s stuff, show us your books or resumes.
Why do people like Marcel? No sarcasm, really curious.
Since when is our jobs about who likes an agency and who doesn’t? I thought I signed up to an industry where we appreciate each others work and want to do great things and create impact for our clients. Outside of AUS the industries support each other and give kudos to new work, maybe we should have a think about that no?!
Automatically supporting each other and giving kudos to new work is basically a circle jerk. Offer constructive feedback if you don’t think the campaign works well. And take good feedback on board as well.
There will always be trolls but perhaps we also shouldn’t be too precious about our ideas. Kill your darlings.
If slagging off Marcel saved the Tigers then @whats the impact? would be an international treasure!
Instead @whats the impact? all your negative trolling does is make you sound like a envious little advertising twonk who probably spends more of their time leaving comments on Redtube vidoes than coming up with actual real ideas.
I look forward to your inevitable memoir titled ‘The Art of Self Importance and having Opinions no one cares about.’
Jog on…
3 times for effect
I agree with the fact that if you cant offer constructive criticism or have a proper discussion, then you shouldn’t comment at all. These websites provide an opportunity to share, discuss and hopefully improve the work being done. If you don’t agree with something, that is perfectly fine. Tell us why and how it could be improved in a manner that is helpful.
I think everyone is aware that advertising has a very clear function and goal. I therefore think that any campaign that goes out of it’s way to not only promote self interest but also give something back, even if it’s a little, is better than your typical “just buy our product” scenario. There is so much money in advertising. And business will always be motivated by self interest and profit. So the more we can inspire companies to think about the world around them, the better we will all be for it. And it all starts with having a proper discussion.