The tiger is one of the most beautiful and iconic animals around. Poaching and deforestation have caused the tiger population to drop by 97% over the last century. Only 3,900 wild tigers are left in the wild. This prompted WWF to launch a world-wide rescue plan to double the population by 2022.

WWF wanted to raise awareness in the Netherlands for these alarming numbers among a young target audience.

The idea was to raise awareness around the situation so that WWF could raise funds for the tiger at a later stage. WWF’s wish was to create a community that would appeal to the new target audience. The goal was to reach a minimum of 50,000 participants (viewers, readers, commenters, and likers).

Teasing phase: We teased media and consumers with a making-of in the designer's workshop, photographed the shirt in collaboration with top fashion stylists and models

Launch phase: We launched the shirt during the Amsterdam FashionWeek opening show, where Dutch actor Tygo Gernandt revealed the shirt. After the show, the shirts went online to be sold for the symbolic price of 39.00 euros.