PROBLEM:
There are only 4,900 tigers left in the wild. Meanwhile, they’re everywhere in fashion, advertising, and culture. Yet without immediate action, future generations will only know them through images and relics. Illegal poaching and habitat loss have driven them to the brink of extinction, wiping them out in Cambodia, Laos, and Vietnam, and pushing them to the edge in China, Malaysia, Thailand, and Myanmar. The illegal wildlife trade is worth $20 billion annually and it’s costing tigers their future.

SOLUTION:
‘Ray The Rug’ is a powerful 6-minute film featuring award-winning actor Ray Winstone.
As a taxidermied tiger skin rug, he delivers a darkly humorous but hard-hitting monologue about human impact on tigers.
The film rejects stock footage and traditional wildlife ads, offering a refreshing, gripping take on the issue.

RESULTS:
Ironically, the film is a bold rejection of the notion that long-form storytelling is dead – and its impact speaks for itself. David Beckham’s organic share of the film to his 90 million followers drove over a million views on Instagram Reels within 48 hours of launch. A subtitled version running on express trains in Kuala Lumpur reached 1.4m passengers, and is also being distributed in Malaysian schools. As well as the EIA (Environmental Investigation Agency) sharing it with stakeholders at a governmental level.


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