| Title | TIGER ROYALTY |
| Brand | PANTHERA |
| Product/Service | WILD CAT CONSERVATION ORGANISATION |
| Category |
A02. Creative Innovation (incl. business solutions in association with a brand or creative campaign) |
|
Entrant Company
|
HAPPINESS BRUSSELS, BELGIUM
|
|
Advertising Agency
|
HAPPINESS BRUSSELS, BELGIUM
|
|
Production Company
|
MOXY POST PRODUCTION Brussels, BELGIUM
|
|
Production Company 2
|
SONICVILLE Brussels, BELGIUM
|
|
Production Company 3
|
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 Van De 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
Two facts:
1. Wild Tigers are at an all-time low. With as few as 3200 surviving in the wild today, tigers have disappeared from 97% of the landscapes they once occupied. The largest of the big cats is on the brink of extinction. At the same time Tigers are globally admired. Their image, pictures and patterns are broadly used for brands, clothing, food and all kinds of objects. Tigers are everywhere.
2. Usually, fundraising campaigns are directed towards citizens. The general public is flooded with requests to make donations. We challenged that approach and aimed for a completely new, far more permanent way of fundraising, directed towards the companies and the industry instead of the general public. So, instead of counting on one-off donations as from now, Panthera’s Tigers Forever Program should be able to count on permanent funding.
Sometimes true innovations are not technology based and are actually really really simple. They leave you with a 'why hasn't anyone thought of this before?' question. Tiger Royalty is such a simple but game changing idea. It's a completely new and far more permanent way of fundraising, in a world in which fundraising is always limited to one-off donations. How it works: The world is full of tiger inspired products. Tiger Royalty partners agree to support tiger conservation with the sale of their tiger-inspired products. So every time someone buys one of these products, the partner company will pay a royalty to tigers. All Tiger Royalties will benefit Panthera’s Tigers Forever Program whose goal is to increase tiger numbers at key sites by at least 50% over the next ten years.
So instead of counting on one-off donations as from now – via Tiger Royalty – Panthera’s Tigers Forever Program can count on permanent funding. Enabling us to save the wild tiger, one product at a time.
The Tiger Royalty program started end of October, so it’s too soon for meaningful results. But with some important partners already on board. And many others engaging as we speak, the Tiger Royalty program is quickly extending across Asia and the rest of the world. No doubt that tens and hundreds of companies will follow 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 Panda Royalty, a Gorilla Royalty, a Whale Royalty… Right, this idea has a huge potential.