The best of non-profit advertising and marketing for social causes

What if tigers received a royalty for the products they inspire?

What if tigers received a royalty for the products they inspire?

The world is full of tiger-inspired products. What if every product sold bearing the iconic tiger stripes generated funds for tiger conservation?

Panthera’s Tigers Forever Program worked  together with agency Happiness to raise funds by connecting with companies all over the world. A very smart idea to make new collaborators ambassadors of the cause.

Companies who join the Tiger Royalty program agree to donate a portion of the proceeds from the sale of their tiger-inspired products to fund Panthera’s Tigers Forever program. The initiative is started with the purpose to rebuild wild tiger populations by at least 50 percent over a ten year period in Bangladesh, India, Indonesia, Malaysia, Nepal and Thailand.

CEO of Happiness Karen Corrigan:

Tiger Royalty is a simple, clever platform that enables brands inspired by wild cats to meaningfully support their conservation. Today it’s tigers. Tomorrow it can be leopards, or lions, or other big cats that desperately need funding to preserve their wild populations. That’s why we are thrilled to be bringing this idea to life with Panthera, an organization that is truly making a difference in the future of wild cats on this planet.

More on the dedicated campaign website: Tiger Royalty.

Agency: Happiness Brussels
Karen Corrigan: Executive Creative Management
Geoffrey Hantson: Chief Creative Officer
Kris Hoet: Chief Innovation Officer
Philippe Fass: Creative Director
Niek Eijsbouts: Creative Director
Pieter Claeys: Creative Director
André Mota: Concept Provider
Pascal Kemajou: Group Account Director
Anna Touvron: Graphic Desinger
Bart Vande Maele: Agency Producer
Alan Cerutti: CEO / Strategic Director
Nejwa Jacobs: Account Manager
Livia Lancelot: Project Manager

Founder of Osocio. It all started with collecting election posters in 1973. And that's never stopped. Read more.