International animal welfare organisation Four Paws wanted a new online approach to tackling the illegal trade in tigers. Over 90 percent of the world’s tigers have already been lost, with fewer than 4,000 estimated left in the wild. We decided something as ruthless as the illegal tiger trade means getting ruthless with your audience.
We created a brand from scratch selling fictional products such as ‘Tiger Bone Wine’ and ‘Tiger Potency Liquid‘, creating an online presence that could seamlessly integrate with social media and maximize the impact of this important message.
We researched user behaviour to work out the best path through the site. Ultimately clicking on the dummy products sneakily redirects users to a Four Paws site revealing the ugly truth behind the campaign.
Ruthless attracts, intrigues, surprises - and in the end informs users about the important tiger trade petition. All our nicely packaged fake products are a sad reality in Europe - upon click in the Ruthless shop users get to learn more about the tiger trade business and how they can get active and support Four Paws.
The campaign also extended out beyond the web. A parallel social media campaign was conceived and a pop-up stand went up in a mall in Hamburg, running with the idea of confronting audiences with the cause where they least expect it - while shopping, online or otherwise.