At the 2016 Vanity Fair New Establishment Summit, Discovery Communications CEO David Zaslav unveiled Project CAT, an ambitious initiative to save the world's tigers from extinction. This six-year conservation program - a partnership with the World Wildlife Fund - set a goal of helping to double the wild tiger population by 2022. Discovery brought Full Picture in to identify and recruit ambassadors and partners that could help bring visibility to the cause.
Discovery set its sights on July 29, 2017, AKA Global Tiger Day. Leveraging all of Discovery’s media properties with global reach of more than three billion people, Full Picture got to work identifying the right celebrity talent to be the voice a Project CAT PSA campaign. With a history of strong support for environmental and wildlife initiatives, Indian-born international film star Freida Pinto was secured. The PSA launched globally during the week leading up to Global Tiger Day.
To build buzz leading up to Global Tiger Day, Full Picture kicked off the month of July by having South African street artist and animal activist Sonny paint a spectacular mural of a tiger on the side of a brick building in a high-traffic part of New York City’s Soho neighborhood. Hundreds of people were exposed to the mural each day, and its image was shared by local New Yorkers and tourists from around the world on social media.
Leveraging our network in the fashion & accessories worlds, Full Picture brought jewelry brand Alex and Ani and fashion brand rag & bone into the mix. Working with the mission-driven Charity by Design division of Alex and Ani, a design was crafted for a limited edition bracelet that will be unveiled for Global Tiger Day 2018. rag & bone designed the official Project CAT t-shirt, hosted a cocktail party at their Soho NYC boutique, and invited customers to shop for the cause at the Soho, Melrose LA, and Chicago boutiques on Global Tiger Day. The cocktail party was covered by Women’s Wear Daily and the response and visibility convinced rag & bone to extend their commitment through 2018.
SOCIAL REACH & MEDIA IMPRESSIONS
The cornerstone of the program was a global influencer and celebrity-driven social media campaign that would get the world talking about Global Tiger Day. For this, Full Picture tapped our network across the entertainment and influencer communities to assemble a mighty tiger squad of supporters. Comedian and animal advocate Ricky Gervais kicked things off by tweeting to his audience of 12 million. Others followed suit including talk show host and personality Ellen Degeneres, SNL star Cecily Strong, a supermodel squad led by Naomi Campbell, Lily Aldridge and Heidi Klum, music & performance icon Cher, queen of reality television Kim Kardashian, and actor/activist Leonardo Dicaprio. Entertainment Tonight Online, People.com, JustJared.com, Variety.com and other top media outlets lent their support by sharing news of the campaign with their millions of readers.
By igniting powerful synergies, Full Picture firmly established Project CAT’s position in the zeitgeist, sounding a powerful roar and garnering 700M+ in social reach and media impressions.