Tiger Beer and WWF have partnered to fight illegal tiger trade via 3890Tigers, a digitally-led campaign that uses art and creativity to raise global awareness of the plight of wild tigers.
This is part of a six-year global partnership between the two companies in support of Tx2, a worldwide commitment made by governments of the 13 tiger range countries to double the world’s wild tiger population to 6,000 by 2022. The partnership kicked off this year with a donation of US$1,000,000 to WWF from Tiger Beer. Additionally, Tiger Beer will launch a limited-edition packaging without the iconic tiger on its logo for the first time in 84 years.
To increase support for the cause among consumers, Tiger Beer gathered six artists from six different countries to create unique pieces of artwork. Using Tiger Art Intelligence, an AI mechanism, consumers can collaborate with the artists and create their own unique versions of the artworks by uploading their own selfies. Consumers can then pledge to help fight illegal tiger trade and help stop demand for products with tiger parts by sharing their selfie art on social networks using the hashtag #3890Tigers.
Mie-Leng Wong, global director at Tiger Beer, HEINEKEN Asia Pacific, said, “3890Tigers brings people and artists together through technology and our goal is to inspire a global movement by empowering a generation of young people to make a stand against illegal tiger trade and make demand for products with tiger parts socially unacceptable.”
Leader of WWF Tigers Alive, Mike Baltzer, said, “This campaign with artists gives each of us the power to lend our voice to tigers. Each portrait created echoes the message that illegal tiger trade needs to stop immediately.”
Speaking about the opportunity to use his craft for the cause, Nick Gentry, an artist from the UK, said, "Let's use art and technology as a force for good, to uncage creativity and inspire each other to care for the environment that we have the privilege of sharing with these beautiful animals.”
The campaign will also run in other countries around the world including Malaysia, Cambodia, China, Hong Kong, Russia, USA and New Zealand. It will conclude on 29 July 2017, Global Tiger Day.
According to the press statement, illegal tiger trade is one of the main reasons why wild tigers, a globally endangered animal, are disappearing. More than a hundred are killed each year and their parts sold for profit through international criminal enterprises.