Disappearing Tiger.

For centuries the tiger has been a symbol of courage, strength and power in Asia. When Tiger Beer discovered that only 3890 tigers remain in the wild, they decided to help. The brand announced a 6-year partnership with WWF to help them reach their target of doubling tigers in the wild by 2022, the next year of the tiger in the Chinese zodiac.

Capabilities

Brand Identity
Campaign
Packaging

Featured

Ad Forum
Forbes
The Drum

Recognition

D&AD Wood Pencil x 1

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We asked the brand to begin with an act of bravery—removing the tiger, an icon since 1932, from their beer. The identity was used across their bottles and communications, including a can with thermochromatic ink that dramatized the animal’s disappearance. When the can is ice cold, the tiger icon is absent. When the can warms as it’s consumed, the tiger appears again in full color.

“A shining example of a brand supporting not just any cause, but a cause inspired by its brand idea.”

Forbes
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