I am not crying, I have a large twig in my eye.
Created by J. Walter Thompson London and directed by Martin Stirling, ‘#iProtectTigers’ is an emotive ad featuring a CGI tiger and a personalised book encouraging children to sign up to the charity as “tiger protectors”.
The spot sees a family nurse a tiger back to health, eventually going back into the wild, emphasising the message that we can provide care for the quickly depleting species by donating £5 a month. 95% of the world’s wild tiger population has been lost in the last 10 years…
As part of the integrated campaign, the project has been designed as a gift for children – the book can be personalised with the child’s name, gender, skin and hair colour. Even the parent role can be personalised, steering away from the usual “donate £X a month and adapt an animal” campaign.
Jasper Shelbourne, Creative Director at JWT London says:
By making people Tiger Protectors we are bringing the audience much closer to the action, something manifested in the book, film and print. And, executionally there is something uniquely engaging about a 700lb Tiger in a small bedroom in suburbia.