Every year the «Silpo» supermarket chain gratulates with the New Year. However, this year, tiger’s, the gratulations were a bit unusual...The problem is that there are only 6 species of tigers left in the world: Amur, Bengal, Sumatran, Chinese, Indochinese and Malaysian tigers. Every day they decrease in number.
Idea
We have decided to pay attention to the endangered species of tigers. Thus, the ordinary New Year promo became extraordinary this year. So all the campaign materials are produced in the same amount as tigers in the wild.
Execution
The patterns of each of the endangered tigers were placed on the pages of the catalog. If the fewer particular tigers left in the world, it meant that the fewer pages with a tiger’s pattern would be. Thus, a person could flip through pages, seeking for the rarest tigers.
The same mechanics followed in-store materials as well as citylights. They were placed in a way that a person would most likely meet the Bengal tiger visual. Yet it would be harder
to find something with the Chinese tigers, since they are the rarest.
On the citylights, a person could also find short information about the tiger’s population as well as read about their unique characteristics.
Be aware of the tigers!
«Silpo»
Chief Marketing Officer – Katerina Oguraieva
Project Manager – Iryna Butenko
R Agency
Creative Director – Dima Liutyi
Art Director – Yana Havelia
Illustrator – Dasha Ilnytska
DTP Designer – Andriy Nechitaylo
Senior Copywriter – Danil Tertichniy
Copywriter – Tina Vislianska
Account Director – Maria Ursta
Junior Account Manager – Andrii Burakov
Art Director – Yana Havelia
Illustrator – Dasha Ilnytska
DTP Designer – Andriy Nechitaylo
Senior Copywriter – Danil Tertichniy
Copywriter – Tina Vislianska
Account Director – Maria Ursta
Junior Account Manager – Andrii Burakov
