World Wildlife Fund (WWF) in China has launched an animated video campaign highlighting the plight of the nearly extinct Asian Tiger. At the turn of the century as many as 100,000 tigers may have lived throughout Asia. Since that time, it is estimated that the population has shrunk by more than 90%, with probably fewer than 7,000 Tigers left in the wild today. By the 1950s, Tigers living around the Caspian Sea were extinct. Populations of Tigers which once inhabited the islands of Bali and Java are now extinct; the last Bali Tiger was killed in 1937, and the last Javan Tiger sighting was in 1972. It took over one billion years for simple cells to evolve into the incredible variety of species that exist today. But in a few years the Asian Tiger may become extinct – not due to it being unfit to survive in its environment, but rather because of our selfish desires for their furs or the use of their bones and other body parts. WWF wanted to change human behavior before it’s too late.
Credits
The Tiger evolution concept was developed at Ogilvy & Mather, Beijing, by executive creative director Nils Andersson, creative director/copywriter Doug Schiff, art director and illustrator Rain Yu, and agency producers Jeff Wong and Lulu Yang.
Animation was carried out at Cirkus, Auckland, by animation directors Phil James and Tim Civil, animators Ben Stevens, Jeff Newton, Elena Doyle, Phil Dron and Meldoy Ellis, and producer Marko Klijn.