Monster Sauce reveals first work for Save Wild Tigers, featuring British actor Ray Winstone
Recently-launched creative agency Monster Sauce has revealed a new campaign for Save Wild Tigers, highlighting the global poaching crisis that is driving wild tigers towards extinction, featuring British actor Ray Winstone.
The new campaign – released globally – was led by the Perth-based agency, in collaboration with Copenhagen-based agencies Worth Your While and Supersonic, and Smoke and Mirrors Bangkok.
Worth around US$20 billion a year, the illegal trade of endangered species targets wild tigers for their skins, bones, and parts, and the English animal protection organisation, Save Wild Tigers, works to raise awareness of the issue, support conservation efforts, and ensure wild tigers survive and thrive.
“The decline of wild tigers is a sad reflection of what is going on in our world today,” star of the campaign, Ray Winstone, said.
“We are supposed to be the intellectual beast of this planet, yet we often prove to be the most barbaric species of all.”
Steve Back, chief creative officer at Monster Sauce, added: “With first-hand experience of the disturbing life of a wild tiger our hero Ray makes the perfect spokesman for the ever-dwindling global tiger population. He represents the many illegal tiger parts poached from wild tigers.
“In what initially appears to be a cute tiger chatting to the audience, we soon see things take a turn for the worst as Ray is revealed to be a tiger skin rug.”
Monster Sauce officially launched this week by Back and industry stalwart John Driscoll.
“Our experience is probably our greatest strength in being able to make sense of complex marketing challenges and see pathways to get results for our clients quickly and effectively, across a wide range of disciplines,” Back explained on Tuesday.
Winstone has shared the campaign to his 275,000 Instagram followers, and it has also garnered the attention of other celebrities including David Beckham.
Beckham shared the film on his Instagram story to his over 88 million followers.
The campaign will run globally over the next 24 months, across multiple digital platforms and media channels.
Credits:
Ray the rug Ray Winstone
Director Mohammad Ali Shakeri
Executive Creative Director Steve Back
Executive Producer Simon Clinton
Associate Producer Jaime Winstone
THE CLINTON PARTNERSHIP INSTINXION
Founder Simon Clinton
MONSTER SAUCE
Chief Executive Officer John Driscoll
Chief Creative Officer Steve Back
WORTH YOUR WHILE
Creative Director and Partner Tim Pashen
Creative Director and Partner Lukas Lund
Creative Alexander Winge Leisner
Creative Scott Zuliani
SMOKE & MIRRORS
Executive Producer Matthew Szabo
Technical Director Masoud Taghi Momeni
Technical Director Amin Yavarimoghadam
Art Director Amir Kazemi Shahabi
Animator Arash Ehsan
Rigger Mehdi Zahed Mousavi
Grooming Amin Yavarimoghadam
Compositing Masoud Taghi Momeni
Look Development Artist Boonsiri Nuchnomboon
Producer Jeremy Davenport
CG Producer Natdanai Dilogsumpun
SUPERSONIC
Sound Designer Sebastian Vaskio
LUKE RENARD STUDIO
Original Ray Winstone Direction Jaime Winstone
Original Ray Winstone Recording Luke Renard
DEEP SEA CREATIVE
Credits Jon Case
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
creative
David Beckham
endangered species
extinction
Monster Sauce
Ray Winstone
Save Wild Tigers
Steve back
Tigers
wild tigers
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