Tigers living in the wild within China number as few as 50. The brief was to come up with an awareness campaign to help save the last few remaining tigers in China.

As the Year of the Tiger was quickly coming to an end, the connection between the year of the tiger ending and the tiger coming to an end was made. This idea was combined with wanting to bring the roar of the tiger to the center of the city, where you can never hear such a sound. So we created a website where you could hear the tiger after 50 people (the number of tigers remaining) signed up for support.

A tiger-striped sound wave was seen both online and at a popular big-screen when enough showed their support.

In the first few days leading up to Chinese New Year (the last days of Year of the Tiger), over 36,000 had signed up, through the website or through Weibo (China's twitter). In addition, newspaper and online articles numbered close to 100, spreading the word further. In terms of the design, the website became an FWA Sight of the Day as well.