Crouching Tiger, Hidden Dangers

Independent music favourites, Portugal the Man, has been enlisted by Smithsonian’s National Zoo & Conservation Biology Institute to create a song to raise awareness for the plight of the Sumatran Tiger, of which there are only 400 left in the wild. A unique and creative approach to the campaign was needed to bring these tigers back from the brink of extinction.

With this vital statistic in mind, only 400 copies of the record were pressed and distributed to famous and otherwise influential people on Earth Day this year. As they listen to the vinyl it degrades over time and the track can only survive if it is digitised. This concept was intrinsically linked to the plight of its subject.

We have worked with our clients at Taronga Zoo on projects both old and new to similarly raise awareness for this beautiful animal. In 2010, our Zoofari invitation  used 400 tiny illustrated tigers to demonstrate the fragility of their lives as you held every wild Sumatran Tiger in your hands. For Zoofari 2012, our illustrated event collateral continued to raise awareness and funds.

This year we have designed a Save the Date postcard for Zoofari 2014, to be followed with an event invitation and collateral for the charity dinner to be held at the Zoo. It will raise funds and awareness for the Tigers, continuing Taronga’s commitment to this majestic animal.

Recently we were privileged to be taken on a behind-the-scenes tour where we met the Sumatran Tigers of Taronga Zoo. Once you have seen them up close, coupled with some insider knowledge from their keepers, you have a greater empathy for their plight.

For more information about the Endangered song project click here.