WEAR STRIPES TO SAVE STRIPES
Client : TIGER BEER TH
Advertising Agency : Brands for Humans (Asia)
Position : Associate Creative Director
TIGER BEER Thailand want to raise awareness for Tiger x WWF global campaign year 2 to save wild tigers with WWF by create awareness and engagement through local topspin campaign.
On top of the global ideas, we bring an opportunity for Thais to join and help save Thai tigers by activating the Thai public to get behind the WWF cause. So we create campaign called รักเสือต้องไว้ลาย or “Ware Stripes to Save Stripes” to draw the strengths of Thai nationalism through an online fundraising to support SMART PATROL TECHNIQUE for Protected Area Management because we have lost 10,000 rangers in this past 10 years, this technique HELP SAVE THAI RANGER LIVES from killed by tiger hunter.
“One Scarf Design for One Tiger” are telling real stories of the Tigers through QR code. Each scarf design inspired by real Thai tigers story to increase relevance locally.
We visualized "Ware Stripes to Save Stripes" message to be stronger by photo shooting the group of Thai rangers waring our scarfs while they are on duty at Thai national Park, a scarf as a symbol of the protector for rangers and tigers.
RESULT
For very small budget, from18th July to 29th August 2018, we’ve gain more than 250K donated on buying scarfs to help save Thai rangers and tigers.
*Campaign name translation
รักเสือต้องไว้ลาย “Ware Stripes to Save Stripes” is adapted from a Thai idiom which means
to show courage and strengths that represents 3 meanings in this idea:
1. Wear The Stripes = Be proud of Tiger’s greatness
2. Wear The Stripes = Wear garments with Tiger stripes pattern
3. Save The Stripes = Save the tigers