We developed a digital campaign that worked on three levels: DM, ambient and online. A special QR-code T-shirt was designed that enabled the wearer, both when visiting certain prêt-a-porter shops and sitting in front of their computer at home, to experience the horror of the massacre. We began by sending these t-shirts to famous Russian bloggers and also the WWF database, this came with details on how to access the website.

Exterminated by poachers, the Siberian Tiger is now on the verge of extinction. Even if some people are aware of it, they still don't feel intimately concerned with this problem. WWF decided to change this.

The response was immediate. Hundreds of people interacted with our ambient media, generating a huge buzz in Moscow and triggering maximum press PR coverage.

-3 000 T-shirts-over 150 000 posts and publications-over 30 000 000 people involved on-line-over 60 000 000 people overall coverage-on the 23 November at the ST. Petersburg summit protection of the Siberian tiger was listed among top state priority

This gave them a chance to experience the horror of the massacre in the most direct way: on their own skin, so to say. This came as a surprise - even as a shock.