| Title | TIGER ROYALTY |
| Brand | PANTHERA |
| Product/Service | WILD CAT CONSERVATION ORGANISATION |
| Category |
C01. Heath & Wellness: Animal Health |
|
Entrant Company
|
HAPPINESS BRUSSELS, BELGIUM
|
|
Advertising Agency
|
HAPPINESS BRUSSELS, BELGIUM
|
|
Production Company
|
BLISS INTERACTIVE & MOBILE Ho Chu Mingh City, VIETNAM
|
Credits
| Karen Corrigan |
Happiness |
Executive Creative Management |
| Geoffrey Hantson |
Happiness |
Chief Creative Officer |
| Kris Hoet |
Happiness |
Chief Innovation Officer |
| Philippe Fass |
Happiness Brussels |
Creative Director |
| Niek Eijsbouts |
Happiness Brussels |
Creative Director |
| Pieter Claeys |
Happiness Brussels |
Creative Director |
| André Mota |
Happiness Brussels |
Concept Provider |
| Pascal Kemajou |
Happiness Brussels |
Group Account Director |
| Anna Touvron |
Happiness Brussels |
Graphic Design |
| Bart Vande Maele |
Happiness Brussels |
Agency Producer |
| Alan Cerutti |
Happiness Saigon |
CEO/Strategic Director |
| Nejwa Jacobs |
Happiness Saigon |
Account Manager |
| Livia Lancelot |
Happiness Saigon |
Project Manager |
|
Bliss Interactive/Mobile |
Web Development |
|
Moxy Post Production |
Post Production Company |
The Brief
Goal is to guarantee sustainable and permanent funding for the conservation of the wild tiger in order to prevent their extinction. Usually fundraising campaigns are directed towards citizens. The general public is flooded with requests to make donations. We challenged that approach with Tiger Royalty: a completely new, far more permanent way of fundraising, directed towards the industry instead of the general public. So, instead of counting on one-off donations as from now – via Tiger Royalty – Panthera’s Tigers Forever Program can count on permanent funding and partnerships, in order to save the wild tiger, one product at a time.
Creative Execution
By focusing on companies, we created a whole new way of funding. For the first time we were able to charge companies a royalty for an animal. To do so, we started by contacting Asian companies, the region where tigers once ranged widely, and where it is still possible to make a change, to get them to join the initiative. We then launched an online awareness video where we invite all companies with tiger inspired products to also be part of the Tiger Royalty.
The Tiger Royalty program started end of October, so it’s too soon for meaningful results. But with some important partners already on board, like Ginkgo-Vietnam (South East Asian clothing retailer). And many others engaging as we speak (Tiger Beer, Tiger Air, Disney, Kellogs, Kenzo… ), the Tiger Royalty program is quickly extending across Asia and the rest of the world. No doubt that tens of companies will follow soon to save the wild tiger, one product at a time. And now that we are saving the wild tiger on a permanent basis, imagine what could happen if we introduce a Rhino Royalty, a Gorilla Royalty, a Whale Royalty… Right, this idea has a huge potential.
While most fundraising campaigns are temporary and directed towards the general public, ours was directed towards companies and the industry that sell tiger inspired products or services or even have 'Tiger' in their brand name. The Tiger Royalty program clearly asks companies and the industry to actively engage in a completely new, far more permanent way of fundraising. Clearly aiming for a long-term activation and partnership between PANTHERA and these companies. By focusing on the industry, we found a real long-term solution to guarantee permanent funding for the conservation of the wild tiger which will ultimately allow us prevent their extinction.