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Tiger Beer X WWF: 3890Tigers Campaign

Tiger Beer X WWF: 3890Tigers Campaign



What do you get when you cross Tiger and WWF?

On the 30th May 2017, Tiger Beer and World Wildlife Fund are heading the campaign 3890Tigers and inviting the global community, Singapore included, to join them on their mission for a cause.


What is 3890Tigers about?

3890Tigers is a digitally-led campaign harnessing the power of art to raise awareness and fight illegal tiger trade.

As an individual in the urban landscape, perhaps you don’t see the immediacy, relevancy and severity of illegal tiger trade. I admit even I do not at first. But hear this out for a moment.

Wild tigers are endangered. You probably already know this, but dismissively shelf-ed the fact to the back of your mind. In the last century, the numbers have dropped from about 100,000 to a mere 3,890.

3890 tigers left. The campaign title reminds us of this. Wildlife trafficking, and especially illegal tiger trade, is a cruel and irresponsible act. Wild tigers are snared in traps and left to bleed helplessly to death, in pain. Their body parts, skin and bones to say the least, are sold for selfish profit through international criminal enterprises. The people directly involved in the business exploit wild tigers without realising the environmental impact in the long term, how they might damage the ecosystem and transform the landscape with unexpected consequences.

What about people like us, like you and me?

“The ultimate tragedy is not the oppression and cruelty by the bad people, but the silence over that by the good people.” I am quoting Martin Luther King Jr. to appropriate for this case. Illegal tiger trade is wrong. We know this. So why not do something to help voice out against this act?

What can we do?

I am not asking you to go on a trip to stop illegal tiger trade, or give educational talks to masses. All we need is your voice.

Upload a selfie. I know it sounds simple and silly – what can a selfie do right?

3890Tigers have collaborated with six international artists with varying artistic styles to create selfie art.
By sharing your selfie art on social networks with the hashtag #3890Tigers, you are pledging to help fight illegal tiger trade and help stop the demand for products with wild tiger parts. Tell your friends, and tell them to tell theirs. Your social circle matters to us, and these tigers.

The links at the bottom of this page will show you how you can do your part.

More about the event

I was drawn to the artworks featured during the campaign launch. For this cause they were championing, Tiger Beer brought together six artists (as I have mentioned earlier) from all around the world to harness their creativity to create unique pieces of art inspired by the campaign for the campaign itself. Aside from selfie art, these six contemporary artists have created their own visions incorporated with a style of their own. I won’t cover all, but here are glimpses of the showcased pieces that will make you take a step back and consider the talents and effort behind each canvas. (Unless you are not quite artsy, then just appreciate the vibrancy and unique concepts motivating each piece of work)

I would like to give special mentions to three of the artists whose works I liked better.

Tran Nguyen from USA had a gorgeous stencil/ink piece consisting of gold ink and graphite that reminded me of tattoos. Something I might get inked with. With soft lines to capture movement and merging pictures of tigers and a woman, it was beautiful. I don’t have lofty words to describe it. It was an aesthetic embodiment of co-existence between tigers and humans.

UK’s Nick Gentry had an artistic style of his own that intrigued me. He was one of two artists invited to visit Cambodia to experience and better understand the issues of tiger hunting and illegal tiger trade. Marrying the concepts of time and the digital age, he uses this to heighten the campaign’s meaning. His iconic floppy disk paintings offered the potency of technology (think selfie art in social media as the action for this cause) and the idea of changing times and discarded objects to express the situation of endangered wild tigers right now. The only artist present, Nick was soft-spoken and genuine in sharing his artistic purpose and I was really glad to get a chance to meet him in person.

China’s Hua Tunan had one of the most majestic piece. Although he wasn’t present during the campaign launch, the video had a short clip of his process to conceiving this piece. It was one of energy and dynamicity and the final piece reflected these in a powerful, muted way.

Why Art?

Global director at Tiger Beer, Mie-Leng explained to us that the campaign targets a global issue, and the currency and potency of contemporary art was suitable for them to reach the global community. More specifically younger generations with keen artistic interests, and who care and want to get involved in causes like this. Art is ‘a mirror of culture’, she says, and they hope the creative approach will garner greater recognition world-wide.

3890Tigers is part of a six year partnership between Tiger and WWF, to support the commitment of 13 tiger range countries to double the world’s tiger population to 6,000 by 2022. Tiger Beer has removed the tiger from their logo of 84 years for the first time symbolizing the dwindling numbers of wild tigers.  The campaign ends on 6 August 2017.

Let’s contribute to this movement together now.

3890Tigers Campaign


Check these artists out, you’ll find someone you’ll like:

Tran Nguyen Art
Nick Gentry Art
Hua Tunan Art
Mademoiselle Maurice
Kenji Chai

Hui Ling Chang I eat honey for breakfast, thrive on funny people, and write poems to stay sane.


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