Tiger Beer fights illegal tiger trade by launching documentary campaign with artists

Tiger Beer has partnered with musician Dumbfounded, and WWF to raise awareness of the small number of tigers left in the wild – just 3,890.

The ‘3890 Project’ created by Marcel Sydney asks people to upload a selfie, add a filter and pledge to fight illegal tiger trade.

Tiger Beer, WWF, Marcel Sydney and production company Goodoil film have created a series of documentary films which focus on six street artists from six countries.

The six films highlight how art can be used to fight the illegal tiger trade by splashing the tiger across city walls.

Nick Gentry (London), Tran Nguyen (Los Angeles), Momo (Marseille), Nootk (Moscow), Kenji Chai (Kuala Lumpur) and Hua Tunan (in Foshan, China) are the six artists featured in the documentaries.

Justin McMillan, Goodoil film director, said in a statement: “The biggest challenge we faced on this project was how do we make six street artist from major cities around the globe (some of which hardly speak English) become informed and engaged when talking about Tigers becoming extinct in the wild.

One piece of art made for the campaign

“These days social media has become incredibly noisy when it comes to getting behind a good cause so for the 3890 campaign to hold its own I wanted to cast a front man who was a little unexpected,” McMillan said.

The trailer for the documentary series brings attention to the fact that there are more tigers in captivity than in the wild.

Andrew Holmes, editor at Heckler, which did the post production, said: “The thing about good documentary filmmaking is there’s no short cuts. The only way any good doco comes together is through solid collaboration in the edit suite. It’s always nice to work with a director that is as passionate about story telling as I am. Hopefully these films can start a conversation and help to create more awareness around the issue.”


  • Client: Tiger Beer
  • Creative Agency: Marcel, Sydney
  • Production Company: Goodoil Films
  • Director: Justin McMillan
  • Producer: Andrew McLean
  • Executive Producer: Sam Long
  • Post Production: Heckler
  • Executive Producer: Will Alexander
  • Head of Production: Aborah Buick
  • Producer: Amy Jarman
  • Editor: Andrew Holmes
  • Online / VFX Supervisor: Jamie Watson
  • Colourist: Greg Constantaras
  • Compositors: Chuong Vu, Younguck Ha & Shane Miranda
  • Designer: Andrew Holmes, Shaun Leong-Williams

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