Tiger Beer, WWF + Kenzo launch collection and campaign via Marcel Sydney to save wild tigers
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)
Credits –
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
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
1 Comment
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.