The Asian Tiger is nearly extinct. Since poaching has been the biggest reason for their dwindling numbers, WWF wanted to curtail demand in East Asia where the greatest desire exists for tiger bones and furs. Realizing the epic nature of losing such a magnificent animal, the campaign took a dramatic view of the end of a species that has been evolving for over a billion years.

What if it were the other way around? WWF flipped the perspective on this shocking reality by transforming an underground passageway into an animal shooting range. Only this time, the animals had the guns. Each gun was equipped with an infrared sensor that triggered the sound of gunfire as someone walked by.

The display caused so much alarm that after just one day, it was ordered to be removed. Nevertheless, the job was done. In the first day alone, 57 new volunteers signed up to support WWF wildlife conservation.